Lipton targets office workers online in milk tea mix campaign

The campaign aims to increase tea consumption, especially among office workers. It sets out to encourage consumers to customise their Lipton Milk Tea drink to better suit their taste, including adding in marshmallow or cereal, or drinking it with eggrolls.

According to Janet Lee, associate project director at Razorfish Hong Kong, the agency behind the campaign, Lipton is relating to office workers through this incentive centered around survival tactics at work. 

In the dedicated campaign site, consumers can pick one of five tea mix characters to show them how to customise their favourite drink and then proceed to share their office survival stories, through their chosen tea mix icon, with friends on social media. 

Through text-to-speech technology, the tea mix characters present the survival stories submitted by office workers which they can in turn share on Facebook.

The campaign is running from now until mid May.

Credits:

Project Lipton Milk Tea Mix Campaign
Client Unilever Hong Kong Limited
Digital agency Razorfish, Hong Kong
Creative agency Razorfish, Hong Kong
Creative director Endy Fung
Art director Raymond Woo
Copywriter Ray Chan
Agency producers Janet Lee, Kitty Kok
Media agency PHD
Exposure Online