Modernizing a classic through
engagement ideation

Lipton Tea is a pantry staple, known and recognized the world over—but not exactly beloved by Millennials, who have little interest in plain black tea. In 2017, Lipton decided it needed to connect more deeply with this new generation without alienating core users.

By exploring key drivers and barriers for new and current users, and uncovering foresight themes around tea and Millennials, we identified key “unlocks” at the category, experiential, and brand level. Each “unlock” inspired an engagement platform that would help Lipton stand for something more positive, address misconceptions about basic black tea, and get the credit it deserved as a pioneering and impactful brand.

from traditional & tired
to uplifting & positively impactful

We then took these engagement platforms into a co-creation, tasking the team and consumers to come up with tangible solutions for the brand—tapping into storytelling, corporate + social responsibility and the inherent goodness of tea. With recommendations ranging from small name changes to on-pack communications to new product ideas, we identified a range of ways to dial up the brand’s resonance with the younger target and their core user. With this toolkit, Lipton got to work modernizing its offerings and was able to create a more engaging proposition for Millennials.

What we did: Consumer Insights, Foresight Analysis, Innovation Pipeline, New Product/Service Co-Creation