The whole project was inspired from the consumer research that revealed that the most convincing message for consumers was that the product did not contain any additives and colorants.

So we decided to design the colourless can in order to emphasise this feature with a simple and easy execution.

In order to underline the "no colorant" message, a new can was designed. While we kept the original art works, legal copies and branding cues on the can, we removed all the colours from the original design.

In the week of February,16th 2015, thousands of colourless cans were produced and dispatched to a local supermarket chain along with small grocery stores in Istanbul.

The case study was shot in the biggest supermarket where the colourless cans were displayed and sold.

After removing the regular Lipton Ice Tea cans from the soft drinks shelf in the retailer, we placed the limited edition Colourless Lipton Ice Tea Cans in the middle of one of the most colourful shelfs in the supermarket. (The amount of cans placed differed from one supermarket to another.)

The block of colourless cans between the many colours of the soft drink world made a big impact.

Some thought that it was a prank. Others, seeing our on-pack and on-shelf messages, thought it was a good way to communicate the naturalness message... Shoppers were intrigued and they couldn't help themselves to pick up the can, check it out and see our "no colorants" message.

Most people quickly put a couple of colourless cans in their shopping baskets - they perceived them as special edition collectors series.

This was an equity work, an image execution. we did not expect big sales figures, however sold out all the colourless cans.

As part of a continuous (year-long) naturalness communication, Colourless Can helped increasing brand equity scores in the naturalness area.