Results and Effectiveness

The transformation of Lipton Ice Tea into the ‘Summer Festival Agents’ catapulted the brand onto Kiwi youths’ consideration list. All key engagement and social metrics were surpassed; • Penetration increased to 38%, slamming the 25% stretch objective • Sales increased by 18.81% • The campaign grew the NZ Lipton Ice Tea Facebook community by 82% • Festival game competition entries surpassed 1,700 (41% above pre-campaign targets) • Over 275,000 samples were distributed as a reward for sliding and sharing online Lipton Ice Tea finished the summer of 2013 in hot demand and on the radar for Kiwi youth.

Creative Execution

Summer Festival Agents combined three layers into our experiences; 1. Merging real and social 2. Personalisation 3. Amplification Using festivals as our stage, we created a huge inflatable sLIPTONslide that toured at NZ’s biggest festivals nationwide. Kiwis slid, they instantly captured, then shared online. This was amplified by NZ's biggest social-TV channel broadcasting live, with hosts sliding & sharing content. Adding to the experience we built an online game, encouraging youth to create and promote personalised virtual festivals to their friends. The game doubled as a promotion to win a VIP experience to the renowned ‘Future Music’ festival in Sydney. Lipton also partnered with NZ's largest radio station, and offered listeners the chance to win a New Year’s Eve gig at their place, with celebrity musician Ruby Frost performing live. Coupled with sampling and branded merchandise giveaways, the summer beach party was a must-find for the party-fuelled summer masses.

Insights, Strategy and the Idea

In NZ Lipton Ice Tea struggled to gain traction against heavyweights Coke and Pepsi. 79% of kiwi youth preferring these brands. We needed to grow penetration beyond the current 20%, convincing cola loyalists to not only try Lipton, but drive repeat purchase by persuading them the brand was relevant. Talking to Kiwi’s, we found they saw Lipton as a functional thirst-quenching drink, not a brand they wanted to engage with. This lack of brand love was impacting sales. To answer this challenge, we utilised ME-ISM: – the global trend focusing on ‘me’ and what ‘I’ am doing; and as youths are digital natives; digital and social channels were central to our strategy. Our idea had to be highly personalised, involving and facilitate Kiwis’ social ‘equity’. Lipton set out to create summers’ must-share content by connecting to events that held the most ‘social-cred’. Introducing Lipton Ice Tea the ‘Summer Festival Agents’