TEA MAGNIFIER by DDB Beijing for Lipton

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TEA MAGNIFIER

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Industry Coffee, Tea, Breakfast Drinks, Soft Drinks
Media Design & Branding
Market China
Agency DDB Beijing
Associate Creative Director Frencis Chou, Omega Guo
Art Director Frencis Chou, Omega Guo
Copywriter Eva Hou, Arslan Long, Family Fan
Photographer Ele Jin
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: UNILEVER CHINA
Product/Service: LIPTON BRIGHT HERBAL TEA
Agency: BEIJING DDB NEEDHAM ADVERTISIING
Chief Creative Officer: Michael Dee (DDB China Group)
Group Creative Director: Eva Hou (DDB China Group)
Associate Creative Director: Frencis Chou/Omega Guo (DDB China Group)
Art Director: Frencis Chou/Omega Guo (DDB China Group)
Copywriter: Eva Hou/Arslan Long/Family Fan (Ddb China Group)
Agency Producer: Cherry Wang/Rico Zhang (DDB China Group)
Regional Account Director: Margaret Wu (DDB China Group)
Associate Account Director: Judy Chen (DDB China Group)
Senior Account Executive: William Xu (DDB China Group)
Production Director: James Chen (DDB China Group)
Retouching: Michael Shen (Franklin Peppermint)
Executive Producer: Sean Chen (Glowy Films Shanghai)
Photographer: Ele Jin (Elephoto)
Media placement: Ambient - CBD - 15 March 2012
Describe the brief from the client
Lipton aims to increase the penetration of the Bright Herbal Tea, and make more and more consumers realise the healing benefit of improving vision.
Describe the challenges and key objectives
Due to the limitations of Chinese censorship laws, the healing benefits cannot be communicated via mass media. Agency’s mission is to tell the 'white collars' who overuse their eyes that Lipton Bright Herbal tea can improve their vision, via a special and creative design.
Describe how you arrived at the final design
The idea is inspired by a well-known optical phenomena: water refraction has magnifier effect. We meticulously designed this teacup with glass to make clever use of the optical principles of refraction. Once the tea is poured, the tiny message at the base of the cup will be magnified, allowing consumer to experience improved readability.
Give some indication of how successful the outcome was in the market
During the sampling period, the custom-made teacup drew crowds, and consumers queued up to sample the product. The sales at hypermarkets increased dramatically by 26-fold, and the e-commerce sales by 286%. Many netizens also tweeted about their eye-opening experience on Weibo.