Drink tea instead of waiting
Beverages: JWT+H+F is ramping up excitement for Lipton Ice Tea with posters.
Beverages JWT+H+F heats up Lipton Ice Tea with posters. It's not easy to implement three marketing projects at once: new flavor, new bottle, new positioning. "We think we've managed it with the new Lipton campaign," says Remy Fabrikant from JWT + Hostettler + Fabrikant, Zurich. With a poster campaign, Lipton is being positioned throughout Switzerland as the brand with the unique iced tea feeling: "Feel the Tea" is the new claim. The subliminal message: If you want to make more of yourself, drink Lipton Ice Tea. For this positioning, the agency in the Maag-Areal focused on hot bodies - and brought them back to normal temperature with chilled bottles. A Pet bottle is perkily tucked into a pair of bikini bottoms. A hot Baywatch boy carries the cool tee across the beach like a six-pack belly. A mermaid lets a lover sip the cooling juice.
JWT+H+F promotes the original
"Lipton is more than just iced tea" is the message. In fact, Lipton Ice Tea is by far the strongest ice tea brand in Switzerland, the original with tradition. For the advertisers, Lipton Ice Tea delivers a special kind of freshness experience: "A gentle and refreshing kick for body and soul."
For Mr. and Mrs. Swiss, iced tea is a real alternative to conventional soft drinks. This is reflected in the per capita consumption of 30 liters, the highest in Europe. The fact that iced tea actually contains tea is not a matter of course. Lipton is the iced tea brand with real tea extract and a tea tradition. The global brand was repositioned in order to differentiate itself communicatively through this position. Nevertheless, with the exception of one subject, the agency was able to design the campaign specifically for the Swiss market, although the brand otherwise operates internationally. "Paint Switzerland yellow", that's the branding. "But without falling flat," is how Fabrikant formulates his team's aspiration.
Brand advertising is just one of the objectives. Of course, sales should also be supported. The campaign is up to this dual task. Because: "Anyone who not only wants to refresh themselves, but also wants to buy with brains, doesn't just drink any iced tea, but iced tea from Lipton - the original," the tea advertisers are convinced.
Hot scene, cool tea.
Andreas Panzeri
JWT+H+F promotes the original
"Lipton is more than just iced tea" is the message. In fact, Lipton Ice Tea is by far the strongest ice tea brand in Switzerland, the original with tradition. For the advertisers, Lipton Ice Tea delivers a special kind of freshness experience: "A gentle and refreshing kick for body and soul."
For Mr. and Mrs. Swiss, iced tea is a real alternative to conventional soft drinks. This is reflected in the per capita consumption of 30 liters, the highest in Europe. The fact that iced tea actually contains tea is not a matter of course. Lipton is the iced tea brand with real tea extract and a tea tradition. The global brand was repositioned in order to differentiate itself communicatively through this position. Nevertheless, with the exception of one subject, the agency was able to design the campaign specifically for the Swiss market, although the brand otherwise operates internationally. "Paint Switzerland yellow", that's the branding. "But without falling flat," is how Fabrikant formulates his team's aspiration.
Brand advertising is just one of the objectives. Of course, sales should also be supported. The campaign is up to this dual task. Because: "Anyone who not only wants to refresh themselves, but also wants to buy with brains, doesn't just drink any iced tea, but iced tea from Lipton - the original," the tea advertisers are convinced.
Hot scene, cool tea.
Andreas Panzeri
