Campaign details

Brand: Lipton
Brand owner: Unilever
Agency: Mindshare Vietnam
Country: Vietnam
Industries: Hot Drinks, Iced Drinks
Media channels: Mobile & apps, Online video, Programmatic display, Social media
Budget: Up to 500k

Executive summary

Summer has always been a season that carries huge marketing opportunities for refreshment brands. Cool beverages receive high brand focus, while hot drinks, such as tea, have never been a relevant alternative for this season.

Lipton discovered that hot solutions, such as tea, could also be soothing in the summer by creating fusion drinks or simply adding more ice. Therefore, it decided to go against the norm with a new business approach to promote the full Lipton portfolio, including tea-bag products, with a campaign based on the strategy: 'Every Tea is Creativi-Tea and Every Time is Creativi-Tea Time.'