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Lipton was looking to bring their “Drink Positive” campaign to life and needed our help to create the right artist partnership. We secured country/pop superstars, Lady Antebellum. The campaign included digital, print, television commercials, licensed music, retail promotions, and a national sweepstakes. We managed all aspects of talent acquisition, production day scheduling, and creative approvals working with multiple agencies. We then activated Lipton’s involvement in Lady Antebellum’s summer tour, backstage VIP hospitality, and spoke into the creative elements of the partnership from a New Heartland perspective. The partnership generated over one billion impressions.

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