Campaign details

Brand: Pepsico Lipton Ice Tea
Agency: Mindshare Turkey
Region: EMEA

Strategy

Objective

IT category is the highest contributor of growth to soft beverages by growing 18% in 2016. However, per cap consumption is still 4.9 L, which has high potential to grow vs other European Countries (Poland: 8.2, Hungary: 9.5). As category leader, we aimed to increase per cap consumption via upsizing a 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 a Gen Y Consumer behavior research, acceleration in social media usage in Turkey is much higher compared to Europe. Based on this research, generation Y in Turkey can be regarded as heavy users of social media, as both producers and consumers.

Creative Strategy

One of the biggest consumption occasions for LIT was out of home / on the go. That's why we chose to own this occasion. Summer being the season for IT, we wanted to connect the refreshment of LIT with a high potential consumption occasion of summer: being stuck in traffic, mainly in big cities.