Spring 2020. Lipton Ice Tea launches a new flavor of iced tea. Lipton Ice Tea Strawberry-Cranberry is inspired by Ukrainian nature, created especially for the Ukrainian market.
To support the product launch with digital communication, which is aimed at a young audience 18-34 y.o.
To create an advertising campaign that will build vivid communication that carries cultural and social value for the audience.
To form strong social and cultural Brand position, because TA 18-34 is very active
and wants to use responsible brands.
To overcome lock down measurements.
Create a project with opinion leaders from different cities of Ukraine, in which they, together with the brand, will discover their favorite places in a new way and show how cool it is to be a locale.
STAGE 1Bloggers from different cities showed their favorite
places during the lockdown, creating a fresh taste of online journey for the
whole country sitting at home.
STAGE 2 We send bloggers to the amazing journey to Carpathians
- the homeland of Lipton’s new “strawberry&cranberry” flavor and inspired
them to make x3 content with non-fake emotions.
STAGE 3To inspire with Brand and the authenticity of Ukraine,
we presented each blogger a set for strawberries growing and an individual
embroidered shirt. So bloggers posted their photos in ethnic shirts on the Ukrainian Independence Day natively prolonging collaboration with Brand.
Just 6 bloggers
256 pieces of branded content
Only positive feedback
Project idea inspired bloggers for creating X3 more branded content than planned