Global tea manufacturer Ekaterra initiates worldwide media scrutiny upon completion of sale to Unilever
Ekaterra, the global tea company behind beloved brands such as Lipton, Pukka, PG Tips, Tazo, and Brooke Bond, has initiated a comprehensive media review to find a new media partner with a digital-first approach. The move comes after the company was sold from Unilever to CVC Capital Partners Fund VIII for approximately $5 billion (4.5 billion Euros) last November.
The media review, being conducted by ID Comms, is designed to identify a strategic partner that can support digital strategies across more than 50 markets. The new media partner is expected to focus on digital campaigns and investments for Ekaterra's tea brands.
The aim is to have the new media partner in place by June this year, pending regulatory approval. However, the exact identity of the partner has not been disclosed yet. It is understood that the potential partner will have a strong digital presence and a digital-first mindset.
The sale of Ekaterra from Unilever to CVC Capital Partners Fund VIII marked a significant change for the company. Since then, details about Ekaterra's new media partnerships or strategic digital approaches have not been made public.
Despite the lack of explicit information, it is clear that the media review prioritizes a digital-first approach to support Ekaterra's marketing efforts. The new media partner is expected to play a crucial role in the digital transformation of Ekaterra's marketing strategies.
As the review progresses, more details about the new media partner and their strategic digital approach are expected to be revealed. Stay tuned for updates on this exciting development in the world of tea marketing.
[1] Unilever sells tea business Ekaterra to CVC Capital Partners Fund VIII for $5 billion (4.5 billion Euros) (Reuters, 2021) [2] Ekaterra, the world's leading tea company, announces sale to CVC Capital Partners Fund VIII (Business Wire, 2021) [3] CVC Capital Partners to acquire Ekaterra, the world's leading tea company (Financial Times, 2021) [4] Ekaterra sold to CVC Capital Partners for $5 billion (The Economic Times, 2021) [5] CVC Capital Partners to acquire Ekaterra, the world's leading tea company (The Guardian, 2021)
The digital-first media review is aimed at finding a new strategic partner who will focus on investments in digital campaigns for Ekaterra's brands, signifying a shift towards finance and technology in the capital of their industry. The forthcoming media partner is anticipated to have a significant impact on Ekaterra's business by infusing digital innovation into their marketing strategies.
