Lipton Tek Dem – Where Did This Tea Come From?
Summary: As a tea brand, how do you compete with the coffee which has become dominant force in popular culture? Lipton followed a three-step strategy for success: Transform tea into a practical product without sacrificing the real tea taste. Communicate it through absurd moments to highlight product’s unexpected format. Choose the most popular absurd comedian as brand ambassador to infuse popular culture. As a result, Lipton achieved 2.35% market share by volume and 4.40% by turnover by gaining not only from its main competitors but also from coffee.
Reached 1.9% penetration and became one of the top 5 brands in the category.
Lead Agency(s): Medina Turgul DDB
Client / Brand: Lipton
Effie Award(s): Bronze
An Ode to Bakers
Summary: After more than 20 years of growth, Argeta started losing its market share in 2021. In search of solutions, Argeta decided to go back to its essence: Argeta’s inseparate connection to bread, well-known to consumers through its legendary slogan “The good side of bread”. To strengthen the association of Argeta to bread, we launched an extensive communication campaign to thank everyone who bakes bread and spreads Argeta on it. Despite consumers’ price sensitivity, we have managed to win back 5.76% of market share for a relatively expensive Argeta.
Despite the consumers’ high price sensitivity, Argeta raised its market share back to 5.76%.
Lead Agency(s): Luna \TBWA
Contributing Agency(s): MEDIA PUBLIKUM D.O.O.
Client / Brand: Atlantic Grupa
Effie Award(s): Silver
Lost the Pot
Summary: Their first attempt to launch Lost the Pot failed because the product tasted rubbish, alienating fans and retailers. In 2022, they had a delicious product and small budget. They tried a “genius” strategy of telling the truth, celebrating that their product was ‘No longer crap’. It worked, increasing household penetration by 21% , a sustained 50% increase in sales, a 38% increase in market share in their key retailer Asda, and a strong organic engagement rate of 22.7% in their social channels. With an overall revenue ROI of 2.6:1.
Lead Agency(s): U-Studio/OLIVER
Client / Brand: UNILEVER
Effie Award(s): Gold
