For months Lipton has been promoting its first U.S. tea festival, the “Be More Tea” Festival. It was held on October 24 in North Charleston, S.C. before a crowd of thousands. Melanie Watts, director of marketing at the Pepsi Lipton Partnership told MediaPost that 10,000 tickets were given away.
This year, Lipton has been celebrating its 125th year and the festival was aimed at promoting its products and building on the “be more tea” branding strategy. It included games and activities, product sampling and live music from groups like Walk the Moon and The Roots.
The event planners were focused on this being a “big” festival in more ways than one. There was Connect Four that stood taller than the event attendees. A game of “pong” used volleyballs instead of ping pong balls, coverage from the Huffington Post reported. Also present was a 2,204 gallon pitcher of iced tea. It stood 12.5 feet tall and, with thousands of pounds of ice, it allowed all the attendees to enjoy some icy cups of tea while also earning the Guinness certification as world’s largest cup of iced tea. (In case you wondered, it took 25 hours to brew the tea, using eight tea bags that measured 2 feet by 3 feet!)