The Lipton Brand was born in 1890 by a grocer, Sir Thomas Lipton, in Glasgow, Scotland. Today, the brand and its product portfolio is sold and distributed on a global basis. In April 2011, the Lipton brand launched 100% Natural Lipton Iced Tea, sold in 6 great flavors. The brand challenged STRATEGIC to develop a high profile brand experience leveraging the consumer passion of music. STRATEGIC developed a comprehensive execution roadmap centered on the core ‘Transitioner’ target.
In collaboration with the mass media campaign, STRATEGIC has built a holistic marketing activation plan to talk to these targets, inclusive of:
• A Major Event Marketing Experience at South By SouthWest, in Austin, Texas
• A Partnership with Pandora Radio, an exclusive concert in NYC featuring TRAIN and a custom Lipton Branded Music Channel
• A 12 City Mobile Marketing Tour travelling to major music and lifestyle events across the country
Events have included a mixology bar to sample 100% Natural Lipton Iced Mocktails, a dedicated team of brand ambassadors and a Green Screen Digital Experience putting consumers inside the Lipton campaign which of course can be shared socially on Facebook.
So far the efforts have sampled over 500,000 consumers nationally and created over 2M experiential impressions for the brand in 2011.
