Lipton, the world’s No. 1 tea brand of Unilever, has embarked on a tailored content partnership with Media Prima Television Networks, the nation’s largest integrated media platform as a launch pad for the latest ‘Lipton Ekstra Kaw’ pot bag.
This partnership brings ‘Hanya Kaw Untukku’ to life, a unique campaign to introduce ‘Lipton Ekstra Kaw’, which brings a richer tea taste, aroma and colour to cater to the preference of Malaysians.
Together with Media Prima Television Networks, Lipton presents a highly anticipated Malay drama series, ‘Menanti Februari’, starring talented and top local artistes Zul Ariffin and Nur Fathia. In extension to this series, Lipton also capitalises on their star profiles to bring inspiring content aimed at encouraging families to share loving moments together through a cup of Lipton tea.
Shiv Sahgal, Marketing Director of Foods & Refreshments, Unilever (M) Holdings Sdn Bhd said, “The ‘Menanti Februari’ drama series truly appeals to our brand and the desired customers for ‘Lipton Ekstra Kaw’. The touching storyline, well-loved cast and creative content series come together in a perfect blend that positions ‘Lipton Ekstra Kaw’ an expression of love and care for the family.
“At Lipton, we believe that tea has a role in bringing people together. We are confident that this partnership with Media Prima Television Networks is the right platform to introduce the richer tasting ‘Lipton Ekstra Kaw’ to Malaysian households and bring more families closer together.”
Lipton’s longstanding local presence has furnished the brand with a deep understanding on how Malaysians love their tea. The nation prides itself with a distinctive tea culture where the beverage is served as a staple regardless of time or occasion. Malaysians are also known to prefer strong and full-flavoured tea.
Harnessing this knowledge, ‘Lipton Extra Kaw’ is formulated with richer taste, stronger aroma and deeper colour to fit the taste preference of local consumers.
Lipton’s innovative Tea Essence Extraction Technology (TESS technology) helps bring out the natural tea essence from the finest leaves for a more authentic taste. Enhanced with the TMax Filter Technology, ‘Lipton Ekstra Kaw’ allows quicker and consistent infusion in the teapot, making it an ideal product for family consumption. ‘Lipton Ekstra Kaw’ is undoubtedly a great base for Teh Tarik as tea lovers can attain the perfect balance of tea and milk with the new formulation.
Speaking at the press conference, Nini Yusof, Director of Sales & Strategy for Client Service Group, Media Prima Television Networks explained, “‘Lipton Ekstra Kaw’ is a compelling product for all Malaysians and it deserves the right to reach its full potential in the market. The ‘Hanya Kaw Untukku’ campaign combines our creative content offerings and extensive reach to help Lipton connect with the broader Malaysian audience.”
“As we maintain our mass Malay segment leadership and over 5 million daily viewers on TV3 alone, Media Prima Television Networks continues to hold a dominant and proven role in today’s marketing mix especially for fast-moving consumer good brands like Lipton.”
‘Lipton Ekstra Kaw’ is now available at all major hypermarkets, supermarkets and minimarkets nationwide.
Synopsis – ‘Menanti Februari’
Arie (Zul Ariffin) and Fiza (Nur Fathia) have been married for 12 years and blessed with a daughter named Intan. Arie is an offshore engineer, who rarely spends time with his family due to hectic work commitments. At his free time however, he prefers to go jet skiing with his friends. As the story develops, Arie and his friends went missing when they met with a crash in the sea. A search rescue has been launched but to no avail.
A year later, Fiza assumes the worst and finds comfort in the company of Arie’s best friend, Edi (Afiq Muiz) who has been a great support system. Things take a dramatic turn when a volunteer activist found Arie, but he has lost his memory.
‘Menanti Februari’ airs every Mondays to Wednesdays at 10pm on TV3’s Samarinda.