Lipton: Scaling new heights for international research success

This case study describes how Lipton, a brand of tea belonging to Unilever, used innovative ethnographic research technique that allowed the brand to speak directly with consumers about their real life experiences.

Lipton: Scaling new heights for international research success

Francesca Alberry, Ali Sekulowicz-Barclay, Clare Hemphill and Catriona FerrisFirefish and Pepsi Lipton International

Summary

Great brands know that identifying a target consumer, a brand insight and a distinct point of view is only ever the start point. In order for these ideas to translate meaningfully they must be strongly infused with a deep and authentic knowledge of their intended target.

For an International brand like Lipton, this creates an interesting challenge. Research was needed to understand their target consumer segment at an individual level, within diverse cultural contexts, while uncovering the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands