A new campaign will try to differentiate Lipton's Iced Tea from its main competitors

Article Abstract:

Lipton's Iced Tea's market share has declined from 10.8% in 1997, to 9.5%, in 1999. Sales of premium teas against all other soft drinks have increased: 3.7% in 1998; 5% in 1999. The Pepsi/Lipton Tea Partnership plans to spend $9.9 mil this year on advertising.

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Merrill Lynch pushes masses aside, aiming a new campaign at the very rich and very busy

Article Abstract:

Merrill Lynch has hired Steve Martin as spokesperson for it's new ad campaign. The effort, produced by J. Walter Thompson, attempts to woo and retain accounts of the wealthy. Over the next 3-months, Merrill Lynch plans to spend $25 mil on radio, print and TV ads.

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The Nature Conservancy comes up with a campaign to acquaint the public with its goals

Article Abstract:

The Nature Conservancy, Arlington, VA, has 1.1 mil members and a $740 mil annual budget. Beginning in Portland, OR, the organization is spending $1.3 mil on a 2 month campaign using TV and print.

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