Lipton Iced Tea
Strategy & Ideation
To kickoff their Be More Tea campaign, Lipton needed a big brand promotion to drive sales and connect with people during the sunny summer months. They loved the idea of focusing on Sunday — for its obvious naming parallelisms — but didn't know how to take the thought further.
I helped to uncover a core human truth about Sundays that laid the groundwork for the promotion: We leave our Sundays — and ourselves — open to the serendipity of experiences that break up the daily grind of the expected.
This led to the Win An Extra SUNday promotion, where Lipton cleared your day of errands so you can enjoy your Sunday with a bottle of Lipton.