Lipton Herbal Ice Tea
Surprising & 'natural' sampling channel generates enthusiastic response
Lipton Herbal Ice Tea is a delicious drink with herbal extract, sweetened with sugar and sweetener of natural origin. Lipton asked us to create an effective sampling campaign for the flavors "Hibiscus Cherry Blossom" and "Rooibos Lemongrass & Ginger," matching the brand and character of Herbal Ice Tea.
Approach
We took a good look at the product and the specific brand values of Lipton Herbal Ice Tea and decided to take a different tack. And so, because of the natural character of Lipton Herbal Ice Tea, we suggested that samples be handed out at florists.
At 36 locations, we placed "branded" refrigerators and a counter stand and asked employees to give away a sample and a flyer. The flyer included a QR code and link to a short survey about the product and the campaign.
Results
Many consumers participated in the survey, which gave Lipton in-depth insights into such things as taste, product familiarity and intention to buy Lipton Herbal Ice Tea more often. In addition, consumers were able to respond to the sampling campaign. There were many enthusiastic responses from that. Especially on the choice to hand out the samples at a florist.
Very nice and surprising to receive this drink with a bunch of pink red flowers. Then again, it's surprisingly delicious!Een consument
