CASE STUDY – LIPTON ICED TEA
Challenge: Reimagine the future for
Lipton Iced Tea
WHAT MATTERS TO PEOPLE?
A once exciting and innovative drinks category, needed to recapture its mojo. Consumers wanted iced tea to expand in different ways, to fill gaps in their drinks repertoire
WHAT DOES THIS MEAN?
We understood not just the ‘what is’, but the ‘what should be’. Identifying how Lipton could expand iced tea
into new roles & occasions
WHAT TO DO ABOUT IT?
A reinvention of both the category,
and the Lipton brand
> New product and positioning opportunities
> New packaging directions
> New instore presentation