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LIPTON SIMPLE STEPS HIKES
Lipton Tea partnered with the American Discovery Trail Society, Backpacker Magazine and Columbia Sportswear to promote healthy living with the Lipton Simple Steps Hiking Tour. Through this program, people across the country learned about the health benefits of tea, tested Columbia Hiking Gear, and participated in a virtual hike.
For its part of the project, the ADT Society held a hike in each of the states through which the ADT passes.
The Simple Steps program was designed to educate the public about the health benefits of hiking one of the countrys fastest growing leisure activities and a simple and natural way to be good to your body. Lipton Tea embarked on this project as part of its overarching effort to communicate the health benefits of drinking Lipton Tea, thanks to its naturally occurring flavonoid antioxidant properties.
As part of the initiative, an interactive exhibit made more than 50 appearances in 18 cities, stopping at food festivals, state fairs, concerts, and other venues. On site, people of all ages tested their hiking skills by taking half-mile virtual hikes ranging from desert terrain to cityscape walks all housed within a specially designed 32-foot Virtual Hiking Vehicle.
The connection between hiking and Lipton tea is clear, said Ginny Blakewest, Senior Marketing Director, Pepsi-Lipton Tea Partnership. Both are refreshing and natural ways to be good to yourself. The Simple Steps program is dedicated to helping Americans realize that there are easy, enjoyable activities we can incorporate into our routines, one step at a time, that will help us lead healthier, more active lives.
Participants also heard expert advice from Backpacker and Prevention magazine editors as well as Columbia Sportswear experts regarding hiking equipment, local-area trails (including information regarding access and proximity to the American Discovery Trail) and the benefits of tea and hiking.
In conjunction with the mobile tour, Lipton product consumers were eligible to win thousands of hiking-related prizes including backpacks, hiking boots, shirts and hats from Columbia Sportswear Co. as well as the grand prize, a 2004 Mitsubishi Endeavor.