Lipton's big cuppa of health

Lipton, one of the most popular tea brands from the HUL beverages stable, recently came up with activations for Lipton Green Tea both at the MT and GT retail chains across the country. The campaign communicated Lipton Green Tea as a healthy drink which refreshes your body and mind, with added benefits including slimming properties of green tea. The in-store communication elements starting from creating innovative FSU to the parasite hangers has been executed by Brandmark Solutions Pvt. Ltd.

Speaking about the branding concept, Yogesh Chawan, Co-Founder and Creative Head, Brandmark Solutions, says, "HUL, being one of the largest FMCG companies, has focused on identifying new trends in beverage consumption and one such has been its endeavour to build the consumption of tea bags. Brandmark was shared a brief by HUL for designing POS elements based around a preposition of'Lose upto 2 kgs in 3 months' with the Lipton Clear Green, a new range of green tea that combines green tea's flavonoid's with the purifying effect of water.”

Brandmark created a larger than life cup with a tea bag which helps grab the consumers' attention, while the fluorescent green coloured FSU and parasite gives out a strong brand recall. The focus of the FSU in particular was the circular shape with the tea cup printed and formed in PET G material which stood out vibrantly in the retail environment. "Since this was a new and very effective brand preposition of losing weight, it was launched across the country and the quantities fabricated were around 350 FSU's and 600 parasites,” Yogesh said.