In this role, Bell helped bring to life Lipton‘s new brand personalities – Carl and Stu – two Lipton Iced Tea deliverymen who embody the playful and thoughtful sides of “Be More Tea,” the brand‘s philosophy that inspires people to break out of autopilot and embrace all of life‘s possibilities.
The series follows Carl and Stu through a variety of hilarious situations as they take on people‘s “have–to–do lists,” giving them extra time for their “want–to–do lists.” Lipton is taking the concept a step further with the “Win an Extra SUNday” promotion, giving consumers across the country a chance to have their own schedules cleared of daily chores so they can take on the activities they‘ve been wanting to do – try a new restaurant, plant a garden or even skydiving.
Behind–the–Scenes of the Carl & Stu Chronicles
Serving as creative director allowed Bell to explore the artistic side of production and help shape the film series‘ message of positivity.
“In the series, Carl and Stu remind us that we need to break out of our routines and embrace positivity and our passions in life,” Bell said. “I‘m proud I could bring my creative point–of–view and a little sense of humor to this project.”
The first video in the Carl & Stu Chronicles, “A Princess Ride,” illustrates how the duo flawlessly tackles their boss’ quirky to–do list, much to his surprise and pleasure. Two more videos will be released later this summer. All videos will be posted to BeMoreTea.Tumblr.com.
“Kristen was so invested and involved with the program from the beginning, helping to develop Carl and Stu’s personalities, contributing to video scripts and bringing ‘Win an Extra SUNday’ to life for consumers,” said Linda Bethea, senior director of marketing, Pepsi Lipton Partnership. “Lipton Iced Tea wants to help revitalize fans and encourage them to embrace all of life’s possibilities, and Kristen really helped bring this concept to life in each video.”
Helping Consumers Take on their “Have–to–do” Lists
Carl and Stu are also encouraging consumers to participate in the “Win an Extra SUNday,” promotion, which runs from May 16 to Sept. 6. To enter, consumers visit LiptonSUNday.com and enter codes found under caps of specially–marked Lipton bottled iced tea varieties, like Peach Iced Tea and Diet Green Tea with Citrus. Instant winners will earn minutes, which count toward having Lipton complete a task on their have–to–do list.
Consumers who earn minutes from Lipton Iced Tea can choose which tasks they want checked off their have–to–do list, from researching airfare and vacation spots online to mowing the lawn or doing laundry.
Lipton fans can join the discussion on Twitter or Instagram with @Lipton using the hashtag #ExtraSUNday.
NO PURCHASE NECESSARY. For one free code, send your complete e-mail address postmarked by 8/20/14 (received by 8/27/14) to Lipton SUNday Promotion, P.O. Box 760013, Dept. 897-707, El Paso, TX 88576-0016. Limit one request per stamped outer envelope. Limit five code requests per day. Open to legal US residents 18 years of age (19 in AL/NE) or older. Must have internet access and an e-mail address. Subject to Official Rules at www.liptonsunday.com. Void where prohibited. Promotion ends 9/6/14. Promotion questions call 1-877-370-2585.
Lipton’s partner Fancy Hands, a virtual assistance service, will facilitate checking tasks off consumers’ “have-to-do” lists through the “Win an Extra SUNday” promotion.
About Lipton Tea
With more than 100 years of experience, Lipton is one of the world’s great refreshment brands, with tea–based drinks including leaf tea, infusions, and ready–to–drink iced tea. For more information on Lipton, please visit http://www.Facebook.com/Lipton, http://www.Facebook.com/LiptonIcedTea or LiptonT.com.
About Pepsi Lipton Tea Partnership
The Pepsi Lipton Tea partnership is a joint venture between Purchase, N.Y.–based PepsiCo and London–based Unilever. The partnership includes a complete portfolio of Ready to Drink iced teas for every occasion, including Lipton Iced Tea, Pure Leaf Iced Tea and Brisk Iced Tea.
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q–tips, Ragú, Simple, Slim–Fast, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well–being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable–living/. Unilever employs more than 10,000 people in the United States – generating nearly $9 billion in sales in 2013. For more information visit www.unileverusa.com.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito–Lay and Pepsi–Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com(Link opens in a new window).