LIPTON CLEAR GREEN TEA - 2009
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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 overall 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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