Targeting 18-25's who want to get the best out of life.
Since Lipton Ice Tea entered the UK market in 2005, the brand has continued to grow awareness and penetration and dominates 80% of the UK Ice Tea market. However, the market competition has intensified, with the introduction of new products. To defend share Lipton needed to grow penetration whilst increasing trial and visibility. This meant doubling its spontaneous brand awareness, growing prompted brand awareness to 60% and increasing brand consideration in the market from 6% to 8%.
We needed to give consumers a reason to choose Lipton Ice Tea, positioning the brand as revitalising - a message brilliantly executed through the creative - and targeted a core audience of "real-life enthusiasts" (18-25's who want to get the best out of life). Media needed to act with authenticity and for the brand to bring sunshine and refreshment to the British summer.
The main task for the Out of Home was to generate huge brand awareness, focusing our communication in the most relevant environments for our audience. StreetTalk was selected as a unique urban format getting closest to this young, mobile and active audience; indexing at 219 for our real-life enthusiasts' target. Focusing on six key sales regions (London, Granada, Central, Anglia, Yorks & Southern) the burst consisted of 5600 x panels - a medium-heavy weight display across focused geography. Thermal activation was extended into Out of Home platforms.
Our multi-media approach delivered some brilliant results for a brand experiencing Out of Home for the first time and integrating some distinct media channels. Bespoke research into the campaign commissioned by PepsiCo, OMD Insights and Talon proved that the activity increased spontaneous and prompted ad and brand awareness - all over-achieving on the set objectives.