Lipton Green Tea Offers A New Shopping Experience via TraceyLocke
To drive the penetration of Lipton green tea bags amongst health conscious young men and women by positioning it as an additional daily beverage, Lipton also wanted to educate consumers on the benefits of Lipton green tea.
When TracyLocke conducted a survey, the company found that consumers are not sure where to buy and how to select on shelf when all tea products look the same. So the challenge was in persuading shoppers on what benefits green tea offers them.
To convey this, TracyLocke conducted a daylong session and shortlisted five concepts. Here the task was to capture attention, connect with the consumer’s mindset and make it easy for them to commit to the brand. The team created FSUs, end caps, shelf strips, and hangers depending on the insights from consumer’s feedback.
The team then conducted research for three days in a shopper research facility at Unilever’s premises. A combination of shopper observation and a post simulated purchase, in-depth interview was held that provided insights on the creative and the elements which the team had installed. Based on the findings, the team selected the winning route and created the final in-store elements. TracyLocke worked on the final creative elements.
Ashwath Srinivasan, senior brand manager-beverages at HUL said: “The green tea segment in India is the fastest growing segment within packaged tea. We believe that this is the right time to accelerate the development of green tea and become the leading green tea brand by driving the penetration of Lipton green tea among health conscious young men and women."
"Research shows that while consumers know green tea is healthy they are not sure why exactly they should consume it and hence most shoppers tend to ignore it at the store. With the help of TracyLocke we were able to come up with a set of compelling in-store assets. In fact, we’ve used the in-store visual in other media too," he said.
Mandeep Malhotra, president, DDB MudraMax said: “India is changing and so is the consumer behaviour. Lipton is a very strong player in the tea segment and had to maintain the leadership stance. We were briefed on green tea as a project and were up for using our proprietary tool’s to make a difference in the market."
Malhotra (pictured) believes the ability to address the complete spectrum of consumer touch points with depth requires unique capabilities.
"We began with measuring and understanding the brand, the category and the environment. Layered with consumers’ behaviour and their selection or deselection process on shelf space at the marketplace, we designed the key elements to create a visual relationship with the idea of healthier choices," he said.
"We are super happy with the work and the results. We are glad that our contribution on making Lipton green tea a popular choice for a healthier India is a great case study for shopper marketing in India.”
Category: Retail and restaurants , Retail stores