2016 Winners & Shortlists

Brief Explanation

Egyptians enjoy having their tea heavy. In fact it’s their way of saying strong. But that was exactly the problem facing Lipton Tea Bag tea. Egyptians didn’t find it heavy enough. As a result of which sales had stagnated and perception was as weak as the tea itself. So to compliment the launch of Lipton Extra Strong Tea, we created a line of beautifully designed sunken teacups. When placed on tables and other flat surfaces they truly helped dramatise just how heavy new Lipton Extra Strong Tea was.

Creative Execution

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.

Results

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.