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Lipton: Be More Tea

Task To celebrate its 125th anniversary, Lipton wanted to do something more than just an on-package or OOH campaign - they wanted to celebrate in a big way, while highlighting their new Be More Tea brand positioning - aimed at a millennial audience. Solution Concepted and produced Lipton’s Be More Tea Festival, at the Riverfront Park at Naval Yard in North Charleston, South Carolina. The festival invited fans to experience a tea wonderland celebrating the brand’s past, present and future, as well as live music from The Roots, Passion Pit, Walk the Moon and St. Lucia. The one-day event hopes to inspire attendees to Be More Tea, the brand’s philosophy that encourages people to take time to engage with others and enjoy the world around them. The event also featured a 12.5-foot-tall, 2,204-gallon, Guinness World Record-breaking pitcher of iced tea, from which attendees were served. Result On pack contesting for tickets to the festival increased sales from the previous year, local media was constantly referencing the event in the days leading up to it. Post-event, pictures, tweets, and articles appeared in national media - highlighting both the event and the record-breaking stunt.

Project Roles
Copywriter, Creative Director, Executive Producer
Company
Lipton
Skills
Brand Strategy, Celebrity, Copywriting, Creative Direction, Creative Research, Creative Strategy, Experiential, Keynote, Management of Teams 10-20, Producing, Project Management, SOWs, Strategy, Wrangling - Celebrities, Wrangling - Creatives
Media
Advertising, Branded Content, Commercials - Radio, Events, Installations, Music, Parties, Retail Designs, Themed Environments
Project Industries
Advertising, Entertainment, Lifestyle, Packaged Goods, Retail
Lipton: Be More Tea
Lipton: Be More Tea
Lipton: Be More Tea
Lipton: Be More Tea
Lipton: Be More Tea
Lipton: Be More Tea