Lipton Ice Tea was undergoing a change in positioning, as focus groups had indicated a potential for reappraisal of the brand through a ‘better for you’ positioning. While Lipton Ice Tea is not a health drink, it is a step in the right direction vs its competitors as it is natural, contains less sugar and is full of anti-oxidants. This evolved into a ‘naturally refreshing’ creative platform.

What was first thought impossible was achieved. The impressive results included an increase in market share, turning YOY volume in London from decline into 25% growth as well as halting the penetration decline. This campaign also won an internal Unilever UK brand building award and is now viewed as a best practice case study.