PepsiCo's Lipton Brand Activating Around MLB Home Run Derby
PepsiCo typically has supported its Gatorade, Pepsi Cola and Aquafina brands as part of its corporate sponsorship with MLB, but the company's ready-to-drink Lipton iced tea will activate a new "Official Iced Tea of Major League Baseball" designation beginning with tonight's Home Run Derby. With an in-park activation planned tonight at Citi Field and at many of the 16 MLB parks at which Pepsi is a sponsor, Lipton will try to own the wave, by using scoreboard ads and PA mentions to transform it to "the Lipton Rally Wave."
Support for the MLB/Lipton partnership comes from digital ads, POS ads and in-park activities, including sampling. Lipton will also have sampling and an interactive display at the MLB FanFest.