Lipton’s promise is “being awake to what really matters”. Lipton supports this with different social projects which answers unnoticed problems in peoples’ daily lives. As 2018 Lipton choose to support the cause of color blind people in Turkey and raise awareness and improve their lives with “The Awakening Eyes” project.

Color blindness which affects millions of people’s “view of life”. They can’t see colors like people with healthy eyes do. In fact, there is a simple solution to perceive real or actual colors.

We launched approx. 1 million colorless cans in 1650 sales point. Then we got to work by finding out 10 color-blind people. They were examined by a physician specialized in this field. As a result of examinations, we determined their color blindness levels. We get produced eyeglasses fixing color blindness and made them able to see the colors again just like we do.

For Lipton Ice Tea packaging design elements, most importantly bright, lively and vibrant colors that reflect our brand personality is highly important; our approach of taking out colors is a radical yet effective decision which grabbed the consumer attention quickly as they do not expect to see a colorless can and asked why.

To raise awareness about color-blindness, we took all the colors from our iconic yellow cans and launched approx. 1 million of them.

It was all about our color-blind friends and them to see the real colors of life. That’s why we took all the colors from our cans. So it was important for us not to have a single color left on our cans. We only used our iconic yellow can and turned it into a colorless can.

LIT aims to awaken people’s perception of what really matters in life. Last year we woke people up about small village schools in bad shapes.

This year we wanted to open people’s eyes about a sickness that affects millions of people’s eyesight. 8 to 10% of the population is believed to be color-blind. They cannot see colors like people with healthy eyes. But there actually is a simple procedure to fix this.

So with this project, consumers remembered about the color-blind community and learned about the way to fix this problem.

The 1 million cans were sold out within the week. We reached thousands of shoppers with our on-site messages. We touched many color-blind people’s lives, providing them special glasses. Our case video and WOM in social media will bring our message to millions to come. Shopper data showed that the project also attracted brand new LIT buyers as well.