2012 Winners & Shortlists

Results and Effectiveness

Though branded content we’ve successfully broken the taste barrier and brought new consumers closer to Lipton. 64% of Challenge viewers now agree that Lipton has ‘great taste’, 13% more than non-viewers. Levels of product confidence also rose by 13%, clearly demonstrating we’ve positively fixed misconceptions. Trial rates also increased by 43% compared to the same period in 2010. Finally, these uplifts have led to greater business results with a 100% sales increase and 5% growth of share in the UAE.

Creative Execution

Research told us, when consumers first try Lipton, they are surprised by the taste – exceeding their expectations. Therefore, we had to demonstrate how people can overcome their own taste barrier. In response, we created the ‘Taste Challenge’ - a fun piece of branded content featuring cash prizes, Lipton flavors, teams, crazy forfeits and lots of laughs! The Challenge was based on the party classic ‘Post Its’ but rather than celebrity names, we used Lipton flavors! If teams couldn’t guess the flavor, they had to spin the dreaded forfeit wheel and undertake the penalty! Footage was edited into six 10 minute episodes and placed as ‘liquid content’ into MBC1’s daytime programming. All content was flavor themed, included product placement and verbal mentions of Lipton’s benefits. Further support was given using everything from social media to on-ground activations.

Insights, Strategy and the Idea

Despite being huge drinkers of hot-tea, the thirst for ‘ready-to-drink’ cold teas in the GCC is indifferent with trial of Lipton-Ice-Tea low. In fact, research shows that 34% of non-Lipton drinkers ‘simply don’t like the taste’ without even trying it. There are misconceptions that Lipton–Ice-Tea simply tastes like hot tea gone cold – when in fact it tastes really great and is better for you. Therefore, we had to turn negative perceptions into positive ones and build the brand into a mainstream beverage.