Ice-Tea Insurance
Lipton
Overview
Together with Lipton Ice Tea we kicked off the summer with “Ice Tea Insurance”. A playful campaign based on a familiar frustration: ordering an iced tea on a terrace and getting the wrong brand. Research shows that 81% of people automatically expect Lipton when they order iced tea. If they get something else, they can claim a free Lipton via liptoniceteainsurance.nl. The face of the campaign? No other than O.G. Ice-T. A legendary original teaming up with the original iced tea, delivering a bold message with a wink: when it comes to iced tea, brand matters!
The Challenge
Lipton Ice Tea has been the iced-tea OG since 1978: the year it didn’t just enter the category, but the year Lipton invented it. But when you create a widely loved refreshing drink, imitators show up fast. And lately, the pressure has been on: competitors spending lots to steal share, and bar owners whipping up their own ‘home-made’ iced teas. The question was: how do we turn around declining market share without joining a short-term spending war?
The Solution
We discovered a universal annoyance hiding in plain sight: 44% of people say they’re often served the wrong drink. And, what a surprise, they hate it.
As the original iced-tea inventors, this wasn’t just a generic problem, this was a problem for us to claim and solve.
A recent marketing study proves that embracing a ‘Rivalry Reference Effect’ can boost consumer engagement and purchase intent. And we went all in!
Introducing ‘Lipton Ice Tea Insurance’: a playful, culturally sharp way to help people served the wrong drink, while reclaiming our rightful spot as the original iced tea.
But who brings this to life with maximum credibility and fun?
Ice-T, of course, the other original.
