Lipton Ramadan initiative for 2017 was launched to support the UAE’s Year of Giving by helping the visually impaired.

The campaign #BeTheColour, takes inspiration from Lipton’s global mission to ‘Be Awake to What Really Matters’. This initiative encourages tea lovers to slow down and take a moment in their busy lives to appreciate life’s rich spectrum.

The vibrant Lipton Yellow Label packs literally lost their colour and were replaced with limited-edition Lipton Black and White packaging. For every pack sold, AED 1 was donated to Emirates Red Crescent towards funding technology that’s improving the lives of the visually impaired.