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eatbigfish

Core disciplines: Brand strategy, Innovation/NPD/Service Design

The Challenge...

Lipton Ice Tea is the leading global brand of Ice Tea around the world.

However, it has always struggled to make an impact in the UK, where the "hot tea" culture created significant problems for the local team when it came to executing the pan-European brand strategy. Traditional growth drivers for ice tea had always failed in the UK, no matter how they had been packaged. The team realised they needed a re-interpretation that was appropriate for the UK market.

The Solution

We brought together a cross functional team to undertake a review of how ice tea was perceived in the UK and to create a new understanding of the strategy needed for success in this market. This new approach stayed close to the pan-European brand strategy, but identified key opportunities to unlock growth in a market that would not respond to traditional ice tea thinking.

The resulting strategy forced a re-appraisal of ice tea in the UK by turning it from a juvenile looking soft drink found in PET bottles in corner stores to a more sophisticated adult beverage found in glass bottles and drunk as part of a modern dining experience. Together, we built a stage by stage roadmap of creative and commercial ideas, retail plans and sponsorship executions intended to establish this key player in the market. 

Results

  • Currently PepsiCo's fastest growing brand

  • Reporting category growth of 16.1%

  • Project strategy activated through OMD UK's 'Day Breaker Campaign, now in its successful second year.

Rise & Slide in London Kings X (Lipton/OMD)

Sunrise Set with Hudson Taylor (Lipton/OMD)

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