Situation

Egypt is facing a huge inflation, the worst of modern time, and all prices are increasing significantly which is a threat for Lipton since their price point is relatively high vs. competition by 25-30%. This made a lot of consumers shift to cheaper brands given the complicated economic situation that hit every household.

Brief

To own the key consumption moments for tea between Iftar and Sohour and to increase Lipton’s brand recall.

Objectives

The key business objective was to Drive Internal Sales Growth by 27% during this Ramadan period vs Ramadan period of last year. As for the marketing objective Lipton wanted to Improve ad recall by 4% in line with saliency and increase positive sentiments like the brand preference by 3 % during the month of Ramadan.

In recent years most of the brands became more dependent on lovey dovey feel good jingles during Ramadan, but we didn’t want to dance to the same tunes like all other brands. We wanted to use Lipton’s name in the jingle without being super imposed. And since we have a concept that is based on lagging and glitch effect. We used Lip Lip Lip Lip Lip to convey the lag and built the whole track around the repetition of this simple tune.

Impact

Lipton’s black tea business grew 40% vs Ramadan 2023 and surpassed the plan targets by 9% on volume and 10% on value basis. The distribution grew by 24%. Market coverage grow by 24% with 40% increase in Hot tea Shops alone!

Reach

The campaign reached 22.3M users on Facebook. 20.2M users on YouTube which exceed the planned reach by 44%. Along with reaching 11.4M users on TikTok which exceed the planned reach by 40%. On VOD we achieved 43M views 46% higher than planned 29.8 M Views.

Engagement

The campaign achieved a 61% higher engagement rate, 85% higher CTR and 151% higher VTR vs benchmarks. In fact, it was the most memed commercial of Ramadan with tons of user-generated content using the song popping up.

Brand Perception

The campaign became the most relatable campaign during Ramadan and changed the perception that Lipton