LIPTON multi-serve bottle LAUNCH
Lipton was launching the new size of their multi-serve bottle that was perfect for family mealtime occasions. They asked us to create a program that could show shoppers how Lipton iced tea can pair with their favorite, better-for-you recipes.
I helped lead the team that proposed an influencer recipe program that could give shoppers mealtime inspiration while keeping retailers happy with a toolkit of imagery and social media support.
Clients and retailers alike were thrilled with the program, securing shipper space outside the aisle for Lipton while in turn supporting retailer’s key food items such as their rotisserie chickens.
Creating the look
At the same time as relaunching their bottle size, the Lipton global team was also leading a marketing rebrand. We took their master guidelines and led the exploration on how to bring them to life in U.S. shopper environments.
Partnering with our clients, we created Make Meals Easy with Lipton, highlighting the new bottle along with a variety of appetizing, better-for-you meals to share with your family. The bold new look stands out in-store and reinforces Lipton’s heritage as a refreshing family favorite.
To ensure that this program fit a variety of retailer needs, we shot photography of the product within the new brand guidelines as well as a variety of food pairings. Because we had the ability to shoot custom art for this program, we were able to garnish and style each meal to complement the new look such as the sliced lemon halves that mirror the large yellow sun.
For final deliverables, we created a toolkit to give the client team a variety of images for retail sell in as well as give their in-house design team a range of assets to use on final elements. This list includes key visuals, edited photography, a shipper, bottle hangers, and tear pad coupons.
Social Media Support
In addition to the in-store elements, we supported the program by identifying and creating new content with food micro-influencers and bloggers.
While the influencers created their own videos and photography, we assisted the clients by creating a branded template for the hero images on pinterest.
The promoted posts targeted shoppers pre-shop and got Lipton onto their shopping lists.