Case Studies

LIPTON CLEAR GREEN TEA - 2009

  • CHALLENGE:

    • Green Tea was wrongly perceived to have digestive abilities and there was a serious lack of knowledge about the health benefits
    • Seeing the increase in category potential, Tapal had arrived with a strong campaign for green tea

     

    OBJECTIVES:

    • Attribute the “Purification” benefit to Lipton Clear Green Tea and score a minimum of 10 pts in the first year
    • Own the healthy space and make it fun while educating on the health benefits

     

    BIG IDEA:

    • The IMC campaign focusing on indulgence and purification was launched in phase 1. This included Factoids, Advertorials and Mobile outdoors besides traditional media.
    • In the second phase, ‘purification’ sampling drive was stimulated

     

    RESULT:

    • In Q1 of 2009, the over-all awareness of Lipton Clear Green and the “Purification” attribute increased by 12 pts (way above category norm)
    • By the end of phase 2, FTD Growth by 340%
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DRIVE
TO
PURIFICATION

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