2016 Winners & Shortlists

THE TEA THAT SANK THE CUP

BrandLIPTON
Product/ServiceLIPTON EXTRA STRONG TEA
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryPromotional Item Design
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency DDB DUBAI, UNITED ARAB EMIRATES

Brief Explanation

So we decided to compliment the launch of Lipton Extra Strong tea with our range of specially designed sunken teacups. We distributed these sunken teacups to tea stalls and tea shops all across Egypt.

The Brief

Egyptians enjoy having their tea heavy. It’s their way of saying strong. And the problem was that they found Lipton Tea Bag tea very weak to say the least. As a result of which sales slumped. So when Lipton launched its Extra Strong Tea Bag tea we felt that the launch needed something else to compliment it to help dramatise just how heavy this new tea was.

How the final design was conceived

We created a range of specially designed sunken teacups. When placed on a table or any other flat surface for that matter they created the impression of being weighed down or imbedded. This truly helped dramatise the heaviness of Lipton Extra Strong tea. We distributed these sunken teacups to tea stalls and tea shops all across Egypt.

Indication of how successful the outcome was in the market

The launch of Lipton Extra Strong Tea was a huge success. Consumers were very satisfied by its heavy taste. And the sunken teacups went a long way in dramatizing this heavy taste. Sales spiked impressively during the promotion period from August 1st to October 1st 2015.

Credits

Name Company Role
Firas Medrows DDB DUBAI
Zahir Mirza DDB DUBAI Group Creative Director
Ramy ElSakka DDB DUBAI Associate Creative Director
Ramy ElSakka Ddb Dubai Art Director
Ramy Elsakka Ddb Dubai Copywriter
Zahir Mirza Ddb Dubai Copywriter
Sanu Raju DDB DUBAI Retoucher
Ruchdi Aragi DDB DUBAI Account Director
Farah ElMasri Ddb Dubai Account Executive
Amit Viyas Ddb Dubai Planning Director
Wissam Moubarak Ddb Dubai Production Manager
Ashish Varghese DDB DUBAI Production Manager