Lipton: LIPTON TEA-TAGS

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: UNILEVER

Product/Service: YELLOW LABEL TEA

Agency: BRANDCOM MIDDLE EAST

Date of First Appearance: Mar 3 2009 12:00AM

Entrant Company: BRANDCOM MIDDLE EAST, Dubai, UNITED ARAB EMIRATES

Creative Director: Manoj Ammanath (Brandcom Middle East)

Associate Creative Director: Rachana Roy (Brandcom Middle East)

Art Director: Timsy Vadhani (Brandcom Middle East)

Writer: Nayaab Rais (Brandcom Middle East)

Writer: Harvey George (Brandcom Middle East)

Art Director: Pushkar Patange (Brandcom Middle East)

Account Manager: Ruchdi Aragi (Brandcom Middle East)

Regional Account Director: Arpan Roychoudhury (Brandcom Middle East)

Media placement: Tea-Tags - In Pack - 03.03.2009



Results and Effectiveness

Over 4 billion tea tags were printed and distributed - which is equivalent to sending 4,000,000,000 direct marketing pieces across the region! With each tag measuring 2.8 cm in height that’s a whopping 112,000 km of advertising space at no incremental cost. All with the clever use of an overlooked space that for 4 decades was only used for basic branding. As part of an integrated campaign, the Lipton tea tags contributed immensely to the brand’s growth of over 14% in the Gulf Cooperation Council and Egypt regions last year. They also became a collector’s items and a triumph of ingenuity in communication.



Creative Execution

The breakthrough idea of using the unassuming tea tag, a signature Lipton property, came about when searching for a surprising, yet personal communication channel. Over 30 clever riddles and visual illusions, in both English and Arabic, were created and printed on the tea tags. Each one required the drinker to spend some time solving the riddle or the puzzle while enjoying the cup of tea, an exercise that required a certain clarity of thought, which was exactly what the tea offered them.



Insights, Strategy & the Idea

With so much to do in any given day, everyone needs a clear mind. Lipton Yellow Label tea, rich in natural theanine that helps clear the clutter in the mind, has been helping tea drinkers stay sharp and focused with every sip. The challenge was to communicate this message in an engaging manner to every Lipton tea drinker, every single time they picked up a cup of Lipton tea.