Lipton Design & Branding INFINITE TRIP by DDB Paris

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Industry Coffee, Tea, Breakfast Drinks, Soft Drinks
Media Design & Branding
Market France
Agency DDB Paris
Creative Director Pierrette Diaz, Matthieu Elkaim
Creative François Guyomard, Nicolas Berthier
Released February 2011

Credits & Description

Category: Posters
Advertiser: UNILEVER
Date of First Appearance: Feb 28 2011
Entrant Company: DDB PARIS, FRANCE
Creative Director: Pierrette Diaz (DDB Paris)
Creative Director: Matthieu Elkaim (DDB Paris)
Interaction Director: Branislav Peric (DDB Paris)
Creative: Nicolas Berthier (DDB Paris)
Creative: François Guyomard (DDB Paris)
Digital Producers: Guillaume Cossou (DDB Paris)
Digital Producers: Sophie Hoffman (DDB Paris)
Client Partner: Marina Zuber (DDB Paris)
Account Director: Olga Papikian (DDB Paris)
Account Manager: Lennie Stern (DDB Paris)
Production: - (B-Reel)
Media placement: Outdoor - France - 30/01/2011

Describe the brief from the client

Lipton is launching an exclusive collection in France, a new product range with 6 premium tea variants: origin teas in a precious pyramid bag and packaged in a sophisticated black pack. Lipton wants to establish a strong range of premium origin teas positioned in the untapped sophistication/excitement needstate, while Lipton is usually in brightness. It also aims at getting the speciality tea users (women 35-49) to chose Lipton premium pyramids by convincing them of their added value: prestigious origins, sophisticated combinations, quality of loose tea in a pyramid bag. According to the brief, the single most important point to communicate is “the premium sensorial invitation to travel”.

Describe the challenges and key objectives
The challenge was to make a breakthrough launch and to create desirability and awareness around the new premium range. But the main challenge was also to build credibility for a mainstream brand such as Lipton in the premium tea segment. The creative objective was to call up the origin in a disruptive and innovative way to emerge and make this travel territory ownable for the Diamond range. It is about staying in the Lipton communication line: “an exaggerated tea effect” while focusing on emotions and sensations that are the real pay off we look for when we travel, i.e. the emotional footprint, not the travel itself.

Describe how you arrived at the final design
The strategic idea: : invitation to the ultimate sensorial experience.
The creative idea: “Discover how far tea can take you”.
We decided to work with the talented graphic artist Emilie Forgot to find the “Lipton way” to express the sensoriality and to evoke destinations in a witty way. Her illustrations reinterpreted the origins clichés and emblems through a Lipton view. Thus, some broader tea worlds were created, reminding us of the origins of each variant, with a proper colour for each universe. As it was a launch, the colour code was essential to install the new Black&colour pack and to make it recognizable in stores. Lipton achieved to create a unique evocative power which is an invitation to travel.

Give some indication of how successful the outcome was in the market
We launched a very catchy print campaign that shows another part of the Diamond image and that attracts attention. According to the outdoor diagnostic of the Diamond campaign, 75% of the people think that the campaign was very eye-catching, and 49% of the media target think it contained new information about Lipton. The ads appeared as appealing (59%) to the target’s mind and made consumers more likely to use Lipton (42%). Moreover, thanks to this campaign, consumers understand how Lipton is different from the other tea brands (46%).