World’s No.1 Tea Brand Gives up Iconic Yellow Colour to Colour the Lives of the Visually Impaired
Lipton, the world’s No.1 tea brand, with its imaginative, positive and spirited philosophy, today announced the launch of its Ramadan initiative for 2017 in Bahrain. The campaign called #BeTheColour, takes inspiration from Lipton’s global mission to ‘Be Awake to What Really Matters’. This initiative encourages us all to slow down and take a moment in our busy lives to appreciate life’s rich spectrum. Throughout the holy month, Lipton will ‘walk the talk’ through symbolic and powerful gestures that connect Gulf residents to the most vital aspect of all – the common thread that we share with each other.
Specifically, the Lipton aim is to bring more colour to the lives of the visually impaired, taking the opportunity to help the visually impaired experience an array of life-affirming moments many of which we take for granted. The activation commenced on the first day of Ramadan, in collaboration with leading UAE retailer Lulu Hypermarket. Vibrant Lipton Yellow Label packs literally lost their colour and have been replaced with limited-edition Lipton Black and White packaging whilst stocks last. For every pack sold, 0.1 BHD will be contributed towards funding technology that will help improve the lives of the visually impaired.
Waqas Javed, Refreshment Marketing Director Arabia at Unilever said: “The Kingdom of Bahrain has been committed to improving the lives of disabled people to ensure they are fully integrated into the society. Lipton seeks to continue raising awareness to support the visions and directions of the wise leadership to help them be an active part of the development of the Kingdom. With our #BeTheColour campaign, we are aiming to add more color to the lives of the visually impaired this Ramadan. Our objective has always been to educate, inspire and connect.”
The commitment doesn’t end there. Lipton will go one step further to help the blind see moments that matter. To do this, the team has recruited three visually impaired ‘heroes’, and is in the process of creating 3D print photos of important life moments including family and friends. Lipton will be on hand to capture their stories, their struggles, and the role of Lipton to add color to the things that matter to them.
The content will be curated and presented in video and 3D installation form in the Middle East’s first ‘Invisible Gallery’, taking place in Dubai, in June. Through touch and braille, the heroes will be invited to interact with the exhibition, “seeing” the pictures for the very first time in an emotionally charged gallery experience.
Lipton: #BeTheColour. Be Awake To What Really Matters This Ramadan.