The Lipton's 'Taste the Brightside' national campaign, which ran for 18-weeks, wrapping up at the end of January 2015, has proved successful. The campaign targeted 18 to 25-year-old 'possibility embracers' and used multiple platforms for an integrated approach, including radio, digital, in-store trade activation and sampling at festivals, beaches and shopping malls.
"Y&R Advertising produced the campaign's radio spots and these were effective in communicating the key messages through a conversational tone. Plus, the quirky nature of the voice-over artist, aligned with the 'Taste the Brightside' message of the brand, evoked a feeling of fun and adventure," says Neo Phiri, Lipton Ice Tea's Marketing Manager.
For more information, go to www.liptonicetea.co.za.
