ABOUT

2020. The year of indoors, face masks, air hugs, and endless bad news. Possibly the worst time ever for connecting with friends? So, for Summer 2021, Lipton decided to act. Their brief was to create an authentic and engaging seasonal campaign that positioned “Lipton Ice Tea” as a catalyst for connection between friends. Whilst driving commercial growth, the idea had to satisfy both virtual and in-person experiences as well as Lipton’s broader brand purpose to drive quality of connection.

Our smile is both unique and contagious (in the right way!). So, we set out to unlock its power to strengthen bonds between friends. Introducing the “Share a sunny smile” campaign.

We created a design system of illustrative smiles – expressed in a visually playful vibrant way – to live across an integrated cross-channel campaign for pack, POS, OOH, and social. We also designed over 120 different graphic smiles to appear on pack and on shelf, prompting consumers to “find your smile” or “grab a smile for your friends”.

The smiles didn’t stop there. By scanning a QR code on pack, consumers could unlock an immersive and interactive world of smile filters in Instagram and Snapchat. This experience leveraged the pack designs and enabled consumers to find and share their own unique Lipton Summer smile, as well as being invited to grab a friend to join them in shot and celebrate their smiles together.

The campaign’s performance proved the power of a smile between friends and family, by fuelling the highest market share result in more than 3 years. Something for everyone to smile about! It was so successful that the smiles expanded beyond the Summer right through into winter, with the release of the Lipton Winter Smiles Pack design and cross channel digital activation of filters and comms.

CREDITS

Arcade:
Alex Book - Co-Founder & Chief Strategy Officer at Arcade
Abbie Peach - Augmented Reality Developer
Zach Thompson-Howley 3D modelling, coding and learning
Simon Hobbs - Chief Design Officer
Olivia Hinkin - Project Manager at Arcade

Linda Rytterstig Client Business Director
Katy Gurney Client Director
Al Yuil Client Director
Alex Fagg-Woehlk Senior Client Manager
Alice DD Design Director
Chloe Templeman Creative Director
Will Bennett Senior Designer
Jake Maguire Designer
Rachel Barton Senior Brand Strategist
Will Rees Hooper Strategy Director
Ed Mitchell Group Brand Experience Director
Stuart Bolt Palmer Design Director
James Cooney Design Director
Lyndon Rutherford Senior Art Director
Emma Hannaway Junior Designer
Julia Thompson Production Project Director
Laura Wright Production Manager

MADEIT CREDITS

  • LiptonClient
Annual 2022 People's ChoiceLipton: Share Your Sunny SideEffectiveness Contributor:

Design Bridge and Partners has been a Contributor since 25th November 2015.

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Lipton: Share Your Sunny Side

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