Growth by Innovation – How Lipton's new story and media find helped it stay ahead.
The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).
For more information on this annual prize, visit www.warc.com/prize.
Agency: Brandcom Middle East F.Z.L.L.C.
Brand: Lipton Yellow Label Tea
Campaign duration: May 2008 to May 2009
Campaign objective: Brand relaunch; increase market share
Country: United Arab Emirates
Media budget (USD): < $250,000
Media used: In-store, Magazines (consumers), Newspapers (national), Out of home (all forms), Packaging, Public relations, Radio (national), Television (broadcast)