Content development on TV/radio with tailor-made programmes of the history of tea produced by media group under Initiative's supervision.Tailor-made TV broadcasts, aired as section of local morning show.

Event organization in Salonica’s central square with pyramid tents where consumers could enter and sample Litpon (obtaining for the first time rental permission for commercial purpose). Communication of the event on TV and radio through trailers and live transmissions from location.SMS contest on TV and radio.

The outcome of the communication campaign were impressive: +40% increase in sales for the period Jan-Mar ‘05Moreover:Total GreeceMarket Volume Growth: Q1 +7.5%Lipton market share: Q1 59.8%North GreeceMarket Volume Growth: Q1 +19.4%Lipton market share: Q1 63%