2013 Winners & Shortlists

The Brief

Dipping tea bag is a routine and mundane experience Adding excitement and involvement in the usage of tea bags is at the heart of our tea bag conversion strategy through consumer involvement So we decided to drive excitement around Dipping Tea bags, and higher involvement with each dip Transforming the dipping experience to an exciting one by running a 360˚ thematic promotional campaign, with a strong focus on digital.

Describe how the promotion developed from concept to implementation

The Dip & Win platform used a new technology called Unique Reveal Technology. You dip the teabag into water, which reveals a hidden icon of a prize on the teabag. Since not all the teabags are winners, we wanted to increase everyone’s chances of winning and drive engagement even further. We created a game using augmented reality. All consumers had to do was download the Dip & Win app and hold their phones with the camera pointing at a Lipton pack.This would then activate the game, where they could continue dipping and accumulating points.

Describe the success of the promotion with both client and consumer including some quantifiable results

Facebook Likes increased by 400%, while the engagement rate increased from 5% in August to 73% in September and 81% in October. By the end of the campaign, 199,077,698 teabags were dipped. Lipton Yellow Label sales grew by 15.5% and Lipton Clear Green sales grew by an astounding 55.4%.

Explain why the method of promotion was most relevant to the product or service

We wanted consmers to interact with the pack itself so that the campaign idea gets hammered even further. The game was all about dipping the tea bag in a cup accumulate points and winning Users could then upload their results to Facebook for even more chances of winning prizes.