Brand: Suntory PepsiCo Vietnam Beverage / Lipton Ice Tea
Lead agency: Mindshare Vietnam
- Lipton was in neglect as a 'sleeping beauty' for successive three years. The brand faced continuous volume decline during the 2013 - 2016 period due to two main reasons: low brand awareness and no brand differentiation.
- The beverage category is impulse purchase; hence, sustainable presence is highly important. The brand needed to be present at least three months during the campaign period (May - July 2017). However, with the given moderate budget, even just going with Digital, it seemed impossible to ensure both an impactful launch and sustainable presence.
Lipton's ultimate business objective is to build back the Lipton brand in the market and gain momentum for Lipton's long-term growth by doubling the sales volume of summer 2016 (May - July) with a limited budget. This was such a huge challenge as the brand had faced a downward trend business result since 2013.