Lipton 2017 Social Campaign Plan BY GENUDITE
Marketing Objective : Drive penetrationSocial Objectives: ① Young Possibility Embracer ② Make Lipton Tea As Their Cup Of Choice ③ Provoking consumers to have experimental experience and find out what is really matters for themBrief Recap
*Sample Description, 400 different age and geographical consumers, 18 to 35 years old, living in 15 different cities of CG1-CG4 Cities.We do a survey* for Lipton brand image and found some problemsBrand Image
76.2%成熟老干部形象Brand Image
88.7%乏味、想不起来Brand Image茶水间会议室酒店会议室商超&零售
Brand Image92.7%年轻人厌烦说教
Have fun together
Before awakening the young, let ’s wake Lipton first！
Take a look
Human truthProduct truthSocial truth？
PRODUCT TRUTH
It’s a product truth:Where coffee fuels busy, Tea inspires better.Powered by natural tea, sunshine and positivity, Lipton teas revitalize and awaken you to fully experience the world around us.Product Truth
Lipton encourages people to engage with others and the world around them in a thoughtful, playful wayProduct TruthA revitalizing uplift for body and mindProduct Truth
HUMAN TRUTH
TA：18-35I'm always looking for ideas to improve my homeI like to pursue a life of challenge & changeMy interests and hobbies are very wide-rangingI like to try out new food productsI like to try new drinksI tried to go somewhere different on every holidayIt is important to learn new things continuouslyHuman Truth
For me the home is the heart of the habitat, at home every moment is extremely comfortable and comfortable, I like to find inspiration to make it better对我来说，家是心灵的栖息地，在家的每一刻都是无比的惬意和舒适，我喜欢寻找各种灵感来让它变得更好姓名：Yolanda 年龄：28 职业：服装设计师
I like to travel, not just to a certain scenic spots, but when I embarked on the journey of the moment, all this for me is an unknown surprise我喜欢旅行，不仅仅只是为了某个风景名胜，而是当我踏上旅程的那一刻起，这所有的一切对我来说都是未知的惊喜姓名：Carol年龄：27 职业：市场营销
The taste buds brought to enjoy and meet will make me more love life, I like to discover and try new tastes美食带来的味蕾享受会让我更加热爱生活，我喜欢去发现和尝试新口味姓名： Anne年龄：25 职业：服装搭配师
Music for every ordinary moment of life has its own story, I like this resonance and indulge it音乐让生活中每个平凡的瞬间都有了自己的故事，我喜欢这种共鸣并且沉醉其中姓名：Jason年龄：30 职业：设计师
Life loverExperience seekerPragmatic explorerPossibility Embracer他们是一群活在当下，愿意并有热情去体验多姿多彩的生活让自己人生丰富起来的人。Human truthHuman Truth
Human TruthIn our busy life, the default is indifference. Be pausing to engage with others and the world around. Human Truth
SOCIAL TRUTH
人们愿意用拍照的方式来记录生活中美好又难忘的瞬间，伴随着每次的’咔嚓”声,人生的白纸上似乎又多了一笔精彩的体验People are willing to take pictures of the way to record a better and memorable moments in life, along with each of the '...
