Refreshingly Refreshing / Lipton Ice Tea
The Challenge:
When Lipton Ice Tea launched their new soft drink, a sparkling alternative that's naturally refreshing with real ice tea, they needed a way to have cut-through during the crowded key advertising period for the category and excite their audience enough into trying something new.
The Insight:
Refreshing. A word that most soft drink companies use over and over, and just another cliché that our advertising savvy target market had come to see right through. We took a look at the conventions of soft drink marketing where established brands were largely doing the same thing.
The Idea:
Introducing Refreshingly Refreshing - a campaign that established the brand's attitude by doing all of the things other soft drink companies do, just differently.
Phase 1
From sports team sponsorships to poking fun at the 'R' word itself, the campaign launched with a focus on the overused brand promises across one of Unilever Australia's biggest outdoor media buy.
Phase 2
Following on from the launch, the second phase of our campaign shone the light on one of the other great soft drink brand cliches; the model pose. By shamelessly acknowledging our flaws, we cemented our tone of voice.
Phase 3
Whilst other brands use celebrity endorsements, we used non-celebrities in the final phase of the campaign. In true Refreshingly Refreshing style, Lipton invited consumers to become part of our brand story through an Instagram promotion that gave them the opportunity to star on their very own billboard.
The Impact:
Over the course of 6 months, Refreshingly Refreshing's cheeky and honest approach resonated with our target and created something that was shared and embraced, with one Tumblr of a billboard receiving over 78,000 reblogs.