Campaign details
Brand: Pepsico // Lipton Ice TeaAgency: MindshareRegion: EMEA
Objectives
The iced tea category is the highest contributor of growth to soft beverages, growing 18% in 2016. However, per cap consumption is still 4.9 L, which has a high potential to grow vs other European Contries (Poland: 8.2, Hungary: 9.5). As category leader, we aimed to increase per cap consumption via upsizing the single serving size from 330 ml to 1L.
Target audience
18 - 34, male + female, have a car. This target group is called Gen Y in Turkey. According to Gen...