Creative Brief Strategy Liptons Ice T
6/25/2014
Creative Brief/Strategy - Liptons Ice Tea
20th October 2011
Creative Brief/Strategy - Liptons Ice Tea
[http://4.bp.blogspot.com/I7QdKhwdOM0/TqByhbQDdZI/AAAAAAAAAHA/5kX6gIa9FbM/s1600/liptons.jpg]
Old Campaign; “don’t knock it ‘til you’ve tried it” (2010, iD experiential) http://www.idexperiential.co.uk/Clients/Lipton-Ice-Tea#content [http://www.idexperiential.co.uk/Clients/Lipton-IceTea#content]
Launched because 60% of people claimed they didn’t like the taste, without ever trying it
Gave out free bottles of LIT in London squares, offices, groceries etc.
Results:
· 87% of consumers claimed to like LIT post campaign
· 73% of consumers claimed to be more likely to buy LIT post campaign
Lipton’s have a new slogan, “drink positive”, but they don’t seem to have launched a campaign around it.
Target Audience:
Consumers on the move: consumers that have a very busy and hectic life. E.g. Corporate employees, students, entrepreneurs, technical workers
Health conscious consumers: consumers that place a high value on healthy foods and beverages http://www.scribd.com/doc/39915343/A-Marketing-Plan-for-Lipton-Ice-Tea [http://www.scribd.com/doc/39915343/A-Marketing-Plan-for-Lipton-Ice-Tea]
Background: Lipton’s Ice Tea could reach out to a younger target audience, such as teenagers
Long-term goals: Establish Lipton’s as the world’s number 1 ready to drink ice tea.
Competitors:
Nestea (Nestle); http://nestea.com/index.jsp [http://nestea.com/index.jsp]
Twinings;
http://www.twiningsfs.co.uk/iced_tea/iced_green_lemon.php http://bamdials.blogspot.in/2011/10/creative-briefstrategy-liptons-ice-tea.html 1/2
6/25/2014
Creative Brief/Strategy - Liptons Ice Tea
[http://www.twiningsfs.co.uk/iced_tea/iced_green_lemon.php]
Unique Selling Point: Lipton’s Ice Tea is a cool, refreshing drink that revitalises your mind and body
Tone of voice; happy, cheery, humorous, cute
Other media: soft toy, stickers, badges, posters, bill board advert, magazine adverts, website mini game,
Creative Brief/Strategy - Liptons Ice Tea
20th October 2011
Creative Brief/Strategy - Liptons Ice Tea
[http://4.bp.blogspot.com/I7QdKhwdOM0/TqByhbQDdZI/AAAAAAAAAHA/5kX6gIa9FbM/s1600/liptons.jpg]
Old Campaign; “don’t knock it ‘til you’ve tried it” (2010, iD experiential) http://www.idexperiential.co.uk/Clients/Lipton-Ice-Tea#content [http://www.idexperiential.co.uk/Clients/Lipton-IceTea#content]
Launched because 60% of people claimed they didn’t like the taste, without ever trying it
Gave out free bottles of LIT in London squares, offices, groceries etc.
Results:
· 87% of consumers claimed to like LIT post campaign
· 73% of consumers claimed to be more likely to buy LIT post campaign
Lipton’s have a new slogan, “drink positive”, but they don’t seem to have launched a campaign around it.
Target Audience:
Consumers on the move: consumers that have a very busy and hectic life. E.g. Corporate employees, students, entrepreneurs, technical workers
Health conscious consumers: consumers that place a high value on healthy foods and beverages http://www.scribd.com/doc/39915343/A-Marketing-Plan-for-Lipton-Ice-Tea [http://www.scribd.com/doc/39915343/A-Marketing-Plan-for-Lipton-Ice-Tea]
Background: Lipton’s Ice Tea could reach out to a younger target audience, such as teenagers
Long-term goals: Establish Lipton’s as the world’s number 1 ready to drink ice tea.
Competitors:
Nestea (Nestle); http://nestea.com/index.jsp [http://nestea.com/index.jsp]
Twinings;
http://www.twiningsfs.co.uk/iced_tea/iced_green_lemon.php http://bamdials.blogspot.in/2011/10/creative-briefstrategy-liptons-ice-tea.html 1/2
6/25/2014
Creative Brief/Strategy - Liptons Ice Tea
[http://www.twiningsfs.co.uk/iced_tea/iced_green_lemon.php]
Unique Selling Point: Lipton’s Ice Tea is a cool, refreshing drink that revitalises your mind and body
Tone of voice; happy, cheery, humorous, cute
Other media: soft toy, stickers, badges, posters, bill board advert, magazine adverts, website mini game,