CLIENT
Lipton Teas and Infusions
Ozge Onur, Head of Marketing ME & North Africa
Lamia Naguib, Media Lead AMET & BSPAN
Sachi Bhojwani, Lipton Fruit, Herbals & Green VCP Lead Arabia
Carla Lazkani, Digital & Future VCPs Lead Arabia
Butool Zaidi, Lipton Fruit, Herbals & Green Consumer & Customer Marketing
Christina Mourad, CMI Supervisor
AGENCY
Michael Khleif, Associate Director - Planning
Carol Beydoun, Media Planner
SUNJAY MALIK, Director - Strategy
Avinash Kumar, Senior Executive – Technology & Measurement
Mohamad Mahjoub, Executive - Social & Search
Ryan Loukieh, Executive - Programmatic
Science & Sunshine
Myriam Ghazal, Account Director
Sara Barsoum, Senior Account Manager
Wael Baytamouni, Creative Director
Inji Sibai, Art Director
Stephanie Chriselle, Copywriter
SUMMARY
Lipton is a heritage brand in the Middle East synonymous with quality and consistency thanks to it’s dominance in black tea, via it’s iconic Yellow Label product range. But this campaign (and paper) reflects an altogether different challenge; in growing the category of Green Tea which lacks the penetration of black tea. We showed that when new news (in the form of product benefits) meets empirically proven methodologies of brand building, the result is effective work that can both grow a brand and change the future prospects of a business.
