Design consultancy: Design BridgeAdvertiser: Unilever
Executive Summary
CONTEXT
Lipton is the number 1 tea player in the world with €3 billion retail sales value. In the USA, awareness and penetration of the brand are not an issue with top of mind scores outperforming all other tea brands.
However, in 2016 Lipton Green Tea sales were down 10.8%– the segment was struggling. As a large and undifferentiated brand, Lipton had lost its number 1 position in green tea to Bigelow. There was a clear need to improve relevance to consumers in a category where the trigger...