Play is a vital human activity and Britvic know it!

As JWT’s trend report (2012) highlighted, play is a vital human activity. However, in today’s fast-paced, profit starved world, we’re pushed to age out of play. Society and the people that march to its beat, position productivity as the be-all and end-all, sparing less time for pursuits that don’t have measurable goals. However, the pleasing contradiction is that to compete successfully, we need to embrace nonsensical activity, and Lipton, Britvic’s Ice Tea offering, have capitalised on this insight for their latest campaign.

On February 26^th 2014, Lipton announced the launch of its "Be More Tea” campaign, a new global brand positioning, with a little help from Disney’s Muppets. adam&eveDDB the agency behind the “Be More Tea” campaign, look to promote the notion of people breaking out of their routines and embracing a more free and playful outlook on life, as you will see from the TVC below.

Ultimately they've hit the nail on the head. The trend report conducted by JWTIntelligence concluded that 9 in 10 adults believe that “play should not only be a part of children’s lives but adults’ lives, too”. I agree and I believe that as more and more brands capitalise on this insight, recognising ‘play’ as a vital human activity, the communications industry will become a happier place!