As we were talking to vast audience we needed something interesting and engaging for all, which possess enough motivation to create promo proposal and be able to build cover.

National promo campaign "With Lipton to the stars" in tie with X-Factor gave a chance to make live and emotionally strong contact with the audience. X-Factor is the most successful talent show in Ukraine. And it’s a dream of millions of people to get there or to become a show participant.

The partnership with X-Factor helped to convey a unique brand message form Lipton to the viewers prompting consumers to regular purchases. Special promotional kit contained a flier with the participation code on it. By registering through the website or via sms thousands of people got on the live broadcasts, and met favorite idol at the tea party and got a chance to take on X Factor stage.

In 2012, cooperation with the X-Factor gave excellent results.

- Covered over 90% of target demographic.

- 45,5 K participants registered in Lipton's promotional event.

- Was generated 2 717 of users’ content which got more than 10 000 votes and more than 2 000 posts in social networks.

- Amount of members in Lipton social network was more than doubled (from 13 257 to 28 620).

Lipton demonstrated a record figures in promotional products sales.

But most important market share began to grow and Lipton confirmed its number one position in tea category.