Unilever’s Lipton Fruit & Herb Infusions, is set to launch an experiential campaign to generate awareness, drive trial and sales.
Digital and direct agency, Tullo Marshall Warren, has developed the creative for the campaign based on the theme Drink Gorgeous, Look Gorgeous, which will encompass sampling and promotional activity.
TMW, part of the Creston Group of companies, has devised the campaign following the success of the brand launch in 2008 of Lipton Fruit & Herbal Infusions.
The aim of this new campaign is to communicate Lipton Infusions product benefits to its key audience of 25-35 year-old women, distributing 1.2 million samples of the product to encourage trial across all the flavour variants.
Lipton want to introduce the brand to young women in a place and within a setting, which is of interest to them, so they see it as a drink for them and relevant to their lifestyle – stylish, dynamic and fun. Lipton also want their target audience to try all the different flavours in the range as well as spread the word among their friends.
The Lipton Infusions brand experience activity will be rolled out across city centres around the country, including Birmingham, Edinburgh, Bristol and London.
It will centre around a Lipton’s tea boutique, which will encourage consumers to take a seat and enjoy a cup of fruit and herbal infusions, selecting the flavour they want. If the consumer doesn’t have time to stop, they can take a sample pack to try at home.
Media contacts: Susan Perolls at Loudmouth PR. Tel: 0207 981 9858 Lorna Webley at Loudmouth PR. Tel: 01494 472226
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