INSIGHT

Lipton's Ice Tea is big on the continent but the uptake un the UK has been low. Ice Tea as a concept hasn't generally been a popular one, and people are reticent to refresh with something different or unknown. How do we leverage that 'difference' to make people think of trying Lipton's. 

IDEA

We encouraged people to embrace the difference of Lipton's with a campaign that subverted the visual language of user manuals in a fun, cheeky and witty way. It positioned Lipton's as the drink of the people that do things their own way – a powerful aspiration, especially for our 18-25 target sweet-spot. 

SOCIAL

The 'Drink Different' campaign also extended into a social campaign called "Unknown Facebook'. We created a series of unusual Facebook characters and those who accepted the friend request from one of them were delivered an electronic voucher as a reward for taking a chance on something different.