– Lipton is more than tea – it is a good start to conversation, cooperation and connecting worlds that, at first glance, do not necessarily match. In our latest campaign, we show that it is worth starting your day – and your story – with Lipton. Because that’s where it starts… and then special things can happen – says Martyna Strzałka-Dembczyńska, Head of Black Segment East & South Europe.
Lipton. This is where it starts!
Everyone can have their own idea for Lipton tea and build a world around it in their own way. The brand has been addressing young people with this message for some time now, with the slogan: Lipton. This is where it starts! this is further emphasized. The continuation of this sentence is optional. Lipton can be the beginning of a good day, but also an interesting acquaintance, a new career path or a unique passion, because big things start with small things. A cup of your favorite tea helps relieve intergenerational tension and emphasizes that we can be beautifully different. Natalia Kukulska, BSK and Robert Makłowicz remind us of this.
– Cooperation with the brand is a nice honor for me, because Lipton has been with me for many years. This is an iconic brand that I first associate with tea and I am glad that I joined the Lipton Team – says Natalia Kukulska.
Natalia Kukulska, BSK and Robert Makłowicz are ambassadors of the Lipton brand
One would like to sing that each generation has its own voice. And in this situation, we pass the microphone to Natalia Kukulska and the BSK duo. This trio has a lot in common. Not only the passion for Lipton tea, but also music, which, like the mentioned infusion, is understood and appreciated between generations. Natalia Kukulska is known for her pop hits, she experimented with electronics and symphonic form, despite her maturity, she is open to new sounds. It combines emotionality with precision of execution. BSK is a young, alternative duo representing modern, urban sounds, hip-hop, rap, freshness and energy. The fusion of their work resulted in a song, an unobvious combination that showed that despite the clash of generations or different musical worlds, they complemented each other beautifully. Lipton, who arranged this cooperation, emphasized such an important start in his communication. Their paths had never crossed before. However, thanks to the Lipton brand, we managed to organize a meeting whose effects we can hear.
– Creating the song “Na Start” was an interesting and refreshing experience for me, in which I didn’t feel any pressure. So the song is about the courage to take the first step, about connections, as well as about being authentic and not getting lost in the rush. We are looking for what unites us and is a good starting point – that is why it is naturally combined with the ritual of meeting for tea. Working with the BSK duo was very nice and went extremely smoothly. The boys are open, talented and natural. From the moment music producer Zeppy brought us the beat, everything came together and we had no shortage of ideas, said Natalia Kukulska.
– Creating a joint song with Natalia was unknown to us at the beginning and we were a bit nervous, because, as we know, she is a legend on our home scene, but as soon as we met, we immediately hit it off. Producer Zeppyzep, whom we had known for some time, certainly also helped a lot. The song was created during 3 full-day sessions in the studio and after finishing it, we were a bit sad that it was over. We love collaborating with artists from other genres because it always shows us a different approach to music and we can gain something from such meetings. In our verses, we talk about a new beginning, about the fact that despite our characters and identity problems, we can go back to the beginning and start all over again, at our own pace – the BSK duo shared their impressions.
Among the Lipton brand ambassadors, next to Natalia Kukulska and the BSK team, Robert Makłowicz also took an honorable place. A chef, food critic, publicist, traveler, YouTuber and internet personality, he is a perfect link between the worlds represented by Natalia Kukulska and BSK. They all appear in one ad. Robert in an unusual form, because he provides the voice for an animated cat. Nevertheless, he drinks tea with Natalia Kukulska and the BSK duo and confirms that this is where it starts.
The new version of the brand goes beyond the framework of a standard television and online advertising campaign, and this applies not only to packaging with a new logo. Its element is also a song, whose task is to connect people and evoke emotions.
“Na start” performed by Natalia Kukulska and BSK
Natalia Kukulska and BSK represent different generations, musical genres, aesthetics and sounds. They are all faithful to their style, which they did not have to give up to create something together. Their individual contribution, authenticity and creative consistency resulted in a completely new quality. The pop singer and the rap duo created an unobvious combination, a clash of generations and approaches to music, but also filled with dialogue, freshness, good energy and emotions. The effect of their joint recordings comes 100% from them.
The song “Na start”, which is part of the Lipton brand campaign, is based on the slogan: This is where it starts! It radiates inspiration and energy for action, which is supposed to be a beginning, a start into something new, just like a morning cup of black tea. The song is intended to motivate, arouse hope and encourage action, to take that first step that may become the seed of something great. And just as everything has a beginning, the new chapter in the history of the Lipton brand began with something symbolic – a meeting over tea, which led to the recording of a unique song.
– When the ambassadors sat down at the common table with tea, it turned out that they had a lot in common. This unobvious combination led to the creation of the musical piece “Na Start”. Lipton believes that small pleasures, everyday rituals, such as sharing a cup of tea, have the power to bring people together. “Na Start” is not just a song, but a symbol of what can happen when we meet at the table and open ourselves to others – emphasizes Jagoda Lekowska, junior brand manager of the brand.
