Lipton is launching an exclusive collection in France, a new product range with 6 premium tea variants: origin teas in a precious pyramid bag and packaged in a sophisticated black pack. Lipton wants to establish a strong range of premium origin teas positioned in the untapped sophistication/excitement needstate, while Lipton is usually in brightness. It also aims at getting the speciality tea users (women 35-49) to chose Lipton premium pyramids by convincing them of their added value: prestigious origins, sophisticated combinations, quality of loose tea in a pyramid bag. According to the brief, the single most important point to communicate is “the premium sensorial invitation to travel”.

Offer a unique sensory experience leveraging tea origin in a surprising way.Print: outdoor Digital : website + displays Phase 1: We started the campaign with outdoor that created awareness & attractiveness of the new range & communicate the sensorial travel experiencePhase 2: couples of weeks later we strengthen the impact of the outdoor campaign by leveraging the same – very distinctive - look and feel used in outdoor into experiential website, giving life to “the discover how far tea can take you”Phase 3: to boost awareness and make Lipton exist in social media we launched a trendy video clip using website images in partnership with Outlines

This campaign aimed at improving the image of Lipton and especially of the range Diamond.

-Appealing outdoor campaign for consumers: 59% of the media target.

-Eye-catching outdoor campaign: 75% of consumers.

-Website: 100 000+ views in 135 countries.

-Digital campaign strongly relayed on many blogs FWA etc.. and on social network (facebook, twitter)