Lipton: FASHION TEA PARTIES

Credits & Description:

Advertiser: UNILEVER
Agency: INITIATIVE MEDIA
Category: Fast Moving Consumer Goods


Effectiveness
-Lipton’s market value share, after a period of stability, is growing again by 3% and frequency of consumption has increased by 4%.-In the first 5 weeks of launch Lipton Sun Tea already reached its target value share! -Fashion Tea Parties have become talk of the town and the expression “Tea Party” has been integrated in everyday language. The “Tea Party Movement” has begun!

Strategy
Hot Tea in Greece has to deal with two barriers: Very strong coffee culture, Image as a beverage for sick, older people. Therefore it has low frequency of consumption. In order to reverse this image and increase frequency of consumption, we decided to build on a trend-setting, life-style profile among youngster through creation of occasions for consumption, since research shows that younger ages “see” tea as an exciting coffee alternative due to its trendy flavors.Based on the insight that "younger people are open to new experiences and they like to do things that are trendy and cool", we decided to exploit the “Tea Party” concept. Due to limited budget only one area was chosen, Fashion, since it is proven to be among the five top interest areas for younger women in Greece and, on top, attracts free publicity, as it consists of content for media (tv, print, online), meaning multiple earned communication for our investment!So, the Big Idea was to connect Lipton with major Fashion events.

Execution
We chose to concentrate on two major events: an already established (Madwalk Fashion show which we organized in co-operation with major music Tv channel) and a tailor made one (MarcJacobs Fashion Tea Party which we organized in co-operation with two leading women magazines in the designer's central store), both held in the most central and hottest spot in Athens. Both events attracted several celebrities and showbiz people, and this resulted in several free TV reportages as well as free print and online coverage! Their communication included intensive PR programs through promo TV-radio trailers, extensive print, online, radio and TV publicity (mostly free), while more than 8.000 people enjoyed Lipton's new tastes.