Lipton Ice Tea launch campaign

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Campaign details

Brand: Lipton Ice TeaBrand Owner: PepsiCoLead Agency: DDB Dubai, OMD EgyptCountry: EgyptIndustries: Iced drinksMedia Channels: Online display, Online video, Outdoor, out-of-home, Product sampling, Social media, TelevisionBudget: Up to 500k

Executive summary

The whole Ice Tea category was alien to Egyptians prior to Lipton Ice Tea's launch in 2016. Hot tea, however, is the national beverage and it is widely believed that hot tea gone cold is not drinkable. That was the uphill challenge facing Lipton Ice Tea as it set out to launch in Egypt....

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