Jackman, the 'Wolverine', 'X-Men' and 'Australia' star, has signed a three-year deal with Lipton Ice Tea to become its global brand ambassador.
As part of the UK campaign, the drinks brand is attempting to change perception of UK drinkers, who traditionally prefer hot tea beverages. Lipton said 53% of UK consumers claimed they did not like the taste of the drink, without evening trying it.
A spokesman said that it was a key goal for the brand to drive sales in the UK by changing consumer perception.
The global TV campaign launching in March features Jackman and will be supported through other marketing channels. DDB Paris is the lead global creative agency for the activity. In the UK activity, apart from TV, will use the strap line 'Don't knock it until you've tried it'.
In February 2009 Britvic acquired the rights to Lipton Ice Tea through a UK bottling agreement with Pepsi Lipton International and now handles marketing for the brand.
Pepsi Lipton International is a joint venture between PepsiCo and Unilever. Ice Tea was previously distributed by Unilever, which retains ownership of the Lipton brand and continues to distribute Lipton Hot Tea in the UK.
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