Campaign details

Brand: Suntory PepsiCo Vietnam Beverage / Lipton Ice Tea
Lead agency: Mindshare Vietnam
Region: APAC

Objectives

BUSINESS CHALLENGE:

  • 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.

STRATEGIC OBJECTIVE:

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.

Target audience