2013 Winners & Shortlists

LIPTON DIP N WIN

Short List
BrandUNILEVER
Product/ServiceLIPTON YELLOW LABEL AND LIPTON CLEAR GREEN
EntrantTRACYLOCKE Dubai, UNITED ARAB EMIRATES
CategoryCONSUMER PRODUCTS & SERVICES
Entrant Company TRACYLOCKE Dubai, UNITED ARAB EMIRATES
Advertising Agency TRACYLOCKE Dubai, UNITED ARAB EMIRATES

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 through running a 360 ° thematic promotional campaign

Describe how the promotion developed from concept to implementation

To bring the excitement to dipping, we used a new technology for the Tea bag called Unique Reveal Technology. You Dip the tea bag into water, and an icon will be revealed on the tea bag. You see it you win it. This was reflected in the campaign visual with a single minded message (Dip and win) and visual cue to showcase the tea bag dipping and revealing the prize when is goes into the Tea.

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

By the end of the campaign, 199,077,698 teabags were dipped. Lipton Yellow Label sales grew by 17.7% and Lipton Clear Green sales grew by an astounding 55.4%. As for digital, Facebook engagement rate increased from 5% to 81% and likes multiplied by a whopping 400%.

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

The most important thing about this promotion is that its relevant to the business objective (tea bag conversion) and reflects the brand personality for being innovative, relevant and exciting. And for the technology to be utilized with a good ROI, it needed a brand with scale that ONLY Lipton can offer. Furthermore it is an ownable mechanic, which cannot be replicated with any other FMCG product.

Credits

Name Company Role
Mourhaf Akel Tracylocke/Dubai Senior Art Director
Khaled Fadel Tracylocke/Dubai Art Director
Authimoolam Ashok Tracylocke/Dubai Graphic Designer/Finaliser
Dolly John Tracylocke/Dubai 3d Finaliser
Imad Salibi Tracylocke/Dubai Account Director
Sirine Hamade Tracylocke/Dubai Account Manager
Karim Mokdad Tracylocke/Dubai Account Executive
Katrina Petrenko DDB/Dubai Copywriter
Red Impact Jeddah/KSA Production House
Digitall Beirut/Lebanon Digital Agency