Matcha Green Tea: Reinventing a classic

Lipton, a tea brand, promoted its matcha tea in the US by redesigning its bottles to link it back to its Japanese origins with imagery of fans and trails of matcha powder.

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...

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