perfect tea moment

The brief

Ensure that tea-loving millennials know all about the new Lipton ‘wellness’ range.

Strategy

Lipton offers millennials healthy ‘wellness’ teas which suit any moment of the day. They can give a boost, help you relax, get to sleep, wake you up and help you to detox. Lipton has the perfect tea for every situation.

The campaign

Lipton has the perfect tea for every situation. This insight gave us the idea to go to the next level. From the time you wake until you go to bed, Lipton has a special tea for each and every moment. We came up with a lot of typical millennial situations and matched a tea to them. We translated these scenarios into funny GIFs.

Media

The idea of responding to every moment in the life of a millennial was also the inspiration for the digital first media strategy. From 7 in the morning till 11 in the evening, we have a perfect asset for every situation. We retargeted our audience with a special offer. Tea boxes with all the new wellness teas sold out in two days. Mix of channels: Facebook, Instagram, YouTube and retargeting banners.

Results
8.1%
brand lift 18-24
7.2%
brand lift 25-34
91%
viewed the content
450K
impressions
20,931
traffic