Lipton: Celebrating Malaysian-ness over a cup of Lipton

Shankar Rajagopal

Campaign details

Brand owner: Unilever
Agency: Mindshare
Brand: Lipton
Country: Malaysia
Channels used: Branded content, Internet – display, Internet – search, Mobile and apps, Newspapers, Online video, Product and other sampling, Public relations, Radio, Social media
Media budget: Up to 500k

Executive summary

This describes how Lipton saw an opportunity to bring the consumption of 'teh tarik' (pulled milk tea, which is very famous in Malaysia) from mamak stalls (local food and beverage outlets) into offices and homes, through the launch of 3-in-1 Instant Lipton Teh Tarik, thereby gaining major sales and market share.

To change consumer perception of the brand not being Malaysian enough, Lipton leveraged Malaysia's unique identity and customs, and encouraged Malaysians to take pride in both their national identity and their national drink.