Lipton has contracted with National Geographic's Web site to create a micro-site that tells about sustainable agriculture in general, including the origins of Lipton teas, as well as sustainability, social and economic aspects of the tea-growing and harvesting process.
Earlier this year, Lipton announced an expansion of its program to have all its teas Rainforest Alliance-certified.
The micro-site launch is timed to coincide with the introduction of Lipton tea bags bearing the Rainforest Alliance logo and related messaging, according to a press release.
A special advertising section to the right-hand side of the site is Lipton-themed, with pictures, stories, a quiz and more.
In addition to the micro-site branding, Lipton's contract with National Geographic includes tie-ins via the following marketing avenues:
