I do it for pleasure

Challenge

Introducing a new category of products – fruit infusions targeted at women. Our goal was to reach a younger demographic and build a new consumer segment for the brand. Research within the target group revealed that women most often reach for fruit infusions as part of a “moment for themselves”, and this insight became the foundation for our communication strategy.

Execution

Lipton encourages everyone to pursue their passions. We showed, through the example of well-known personalities, that in life you can do many things — but to truly enjoy it, you should also nurture those that aren’t obligations, but simply pure pleasure. The face of the campaign was Daria Zawiałow — known as a singer, but who designs clothes for pleasure (and drinks Lipton Fruit Infusion). Daria starred in the TV spot, where she promoted a limited collection of her hoodies. Together, we encouraged girls to share their passions under the hashtag #RobieToDlaPrzyjemności. In the sales phase, in addition to tapping into fashion, we offered a chance to win entry to an exclusive, intimate concert, supporting activities in the brand’s key retail network — Biedronka.

Summary

We successfully reached a younger audience through image-building activities, increasing awareness of Lipton’s new product line. The lottery with a unique prize — an exclusive concert — boosted sales efforts and effectively drove product trial, linking the brand with moments of pleasure and personal passion.