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. The main task was 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.
The young people choose soft drinks in the warm season. However, they face to a wide selection of products. Therefore, not only taste and quality, but also the emotional connection that can be built between the consumer and the brand play an important role in the choice.
The audience of 18-34 is very active and wants to use the products of brands with a strong social and cultural position.
To create the project with opinion leaders from different cities of Ukraine, in which they will open their favorite places in their native cities in a new way and show how cool it is to be a local together with the brand.
We created a big campaign which consists of 3 stages.
1 stage
6 famous bloggers showed their favorite corners of Kyiv, Odesa, Kharkiv, Lviv, and Ivano-Frankivsk.
The largest Instagram pages of Kyiv, Odesa, Kharkiv, Lviv, and Ivano-Frankivsk supported the project and shared the materials of influencers, creating additional coverage.
We showed the favorite place of the Lipton Ice Tea brand and organized a press tour for bloggers to the Carpathians to a region where strawberries and cranberries grow, the juice of which is used in the preparation of Lipton Ice Tea with strawberry and cranberry flavors.
Especially for the Independence Day of Ukraine, we inspired bloggers to remember the sunny feelings of the Carpathian adventure and share photos in embroidered shirts.
A bunch of modern, much-needed travel items in the brand style has been specially developed for the project.
Also, for a complete immersion in the value of the brand, each of the bloggers received extraordinary gifts:
Boxing for self-cultivation of strawberries and an exclusive embroidered shirt from EthnoDim.
