The new Lipton Ice Tea launch on Romanian market – a launch campaign with a mix of agencies

Lipton (PepsiCo brand) launched a new Ice Tea assortment on Romanian market, through an innovative integrated campaign that included Scent Marketing, that transformed the shelf experience in a multisensorial one.

We are launching on Romanian market the 1st drink that uses garden sorrel so, for an innovative product, we developed an innovative campaign. We chose a set of techniques, such as Scent Marketing and QR Code, to underline the novelty of this product. Through the chosen strategy, we aim to integrate offline communication in online, a continuously growing trend that proved its efficiency

Dana Iordache

Regional Marketing Manager PepsiCo

The ATL campaign included classical TV and OOH elements. TV ad’s concept was made by DDB, with the campaign running between April 3rd – May 14th.

BTL part of the campaign – “In fashion this spring is Green, Green Tea” – was signed by Whiteland BTL Services, while the Scent Marketing component was handled by Motion Vision Communication (MVCom). The novelty is represented by the fact that, close to brands’ stand where consumers are invited to taste the new Lipton Ice Tea, they can feel the natural smell of the green tea with lemon. Multisensorial communication at shelf has the purpose to make the user aware of all the unique attributes of the product, appealing to both smell and taste. The BTL campaign started on May 14th and will last until the end of the month and runs in 108 in-store locations and 53 out-store places.

In order to engage the consumers also online, each flyer offered to consumers include a QR Code, that is redirecting towards Lipton Ice Tea’s Facebook page, so the consumer can, afterwards, stay in touch with the brand and its activities in social media. Flyers also include an unique code that allows consumers to enter a prizes contest, also via Lipton’s Facebook page.

In the same time, the campaign includes a PR part, handled by Golin Harris and that integrates traditional channels and communication in the digital world. The campaign started with the launch of a study on green tea consumption in Romania, coordinated by Gheorghe Mencinicopschi, followed by a series of informal meetings between bloggers and their readers, under “Tea Unions” tagline.

The teams involved in the campaign are

Lipton: Dana Iordache (Regional Marketing Manager), Claudia Crisan (Jr Brand Manager)

DDB Romania: Elena Cugut (Account Manager)

Mediacom: Mihai Borsaru (Account Manager)

Whiteland BTL Services: Dana Roman (Client Service)

 MVCom: Marian Costache (Managing Partner)

 Xplain: Roxana Adam (Social Media UX)