Around the world, people take a pause for tea 100 billion times a year. Now Lipton wants to turn those moments into something much more meaningful.
The brand is partnering with non-profit organisation Peace One Day to mark the UN’s International Day of Peace today (21 September) – a day devoted to strengthening the ideals of peace.
In a year in which so many of us have been kept apart, the need for genuine human connection is stronger than ever. And so Lipton is putting its purpose into practice and encouraging the world to take time to listen and connect with others.
Along with Peace One Day, the brand is inviting billions to enjoy a tea, take a moment, and invest 15 minutes in a connection that counts.
That quarter of an hour is time well spent. Lipton’s research shows that just 15 minutes of peaceful human connection can have a positive impact on our wellbeing and happiness.
Taking it global
To share the message, Lipton and Peace One Day took over iconic clock towers and landmarks around the world. They went from Australia to Malaysia, passing by UAE, and across Europe in the UK, France, Belgium, Germany and the Netherlands. Then it was on to Latin America with Mexico, Guatemala and Brazil.
The call to action ‘Tea Time. Peace Time.’ illuminated buildings and billboards crossing six time zones, in countdown to support Peace One Day reaching a potential audience of more than 4 billion people in just 24 hours. A move designed to inspire many more reclaimed moments of peace and positivity.
Lipton has already encouraged employees from all over the world to make time to connect and show what peace means to them. As Lipton is also a joint venture between PepsiCo and Unilever, colleagues from PepsiCo have been taking part in Lipton Tea Time Peace Time too.
“It’s been a tough year for all of us,” says Frank Haresnape, Pepsi Lipton Chief Marketing Officer.
“Humans are social beings, and we all miss normality and the ability to informally connect with others. There’s plenty of evidence that this is taking a toll on our mental wellbeing. So this is a moment to celebrate and encourage human connection. Because peace and wellbeing flourish when we do.”
Putting mental wellbeing on the agenda
A Peace One Day Live event is also taking place online today, calling for a day of unity and challenging virtual delegates to take action to make peace in their everyday lives.
The event will feature guest speakers including Unilever’s Global President of Foods & Refreshment Hanneke Faber, representing Lipton on this year’s ‘Peace of Mind’ panel. Members of the panel will be discussing mental health and the key issues and challenges faced by many people today. Watch the discussion at 20:30 BST to hear more about why mental wellbeing matters so much, especially in today’s uncertain times.
Other speakers on the event’s schedule include actor Jude Law, who has been a Peace One Day ambassador for more than a decade, Dr Tedros Adhanom Ghebreyesus, the Director-General of the World Health Organization, and many more celebrities, changemakers, leaders and activists.