LIPTON CLEAR GREEN RESCUE

Type of Entry:
Use of Promo & Activation
Best Use of Guerilla Marketing in a Promotional
Category:
Campaign
Title:
LIPTON CLEAR GREEN RESCUE
Advertiser/Client:
UNILEVER
Product/Service:
CLEAR GREEN TEA
Entrant Company:
BULLS EYE COMMUNICATIONS Karachi, PAKISTAN
Sales Promotion/Advertising
BULLS EYE COMMUNICATIONS Karachi, PAKISTAN
Agency:
Creative Credits
Name
Company
Position
Shoaib Qureshi
Bulls Eye Communication
Chief Strategy Officer
Qazi Yasir
Bulls Eye Communication
Group Business Director
Tariq Khan
Bulls Eye Communication
Creative Director
Aadil Pasha
Bulls Eye Communication
Strategic Planner
Jibran Ansari
Bulls Eye Communication
Art Director
Farooq Akbar
Bulls Eye Communication
Production Manager
Zille Ahmed
Visualiser
Describe the brief from the client:
In a country where tea is the most consumed beverage, the Lipton Clear Green Rescue campaign
aimed to launch Lipton's new green tea brand, "Clear Green" in the top three cities of urban
Pakistan. The objectives of the campaign were to build awareness around the brand's benefit of
"purifying you from within", while generating trial among the target audience at key restaurants,
cafs, market places and stores. The campaign ambitiously targeted to sample 500,000
consumers with a cup of green tea across the three cities.
Describe how the promotion developed from concept to implementation:
In a nation where over indulging on food is a habit, to purify consumers from within, the brand
required a team-based idea that could intercept and rescue the consumers from over indulging.
That is where the BIG IDEA of the rescue team was found. To create this team, we outfitted a
rescue vehicle with green tea leaves, aiming to intercept audiences at key point of consumption
channels. Each team member was equipped with a utility belt that included green tea samples,
cups and a hot water flask for quick sampling.
Explain why the method of promotion was most relevant to the product or service:
To generate trial of Lipton Clear Green, the team-based method adopted was the most efficient
and effective as it gave the brand the freedom to move from channel to channel, intercepting the
audience with ease while retaining the same essence. In a country where the eating out culture is
so strong, one of the strategies was to target consumers at key moments (after meals) and offer
them a cup of green tea, rescuing them from over indulging. This was only possible by an idea
that had a mobility factor associated with it, hence the Rescue team.
Describe the success of the promotion with both client and consumer including some
quantifiable results:
Over the course of the month, the Lipton Clear Green Rescue campaign sampled over 500,000
cups of green tea to over 500,000 consumers in the top three cities of Pakistan. The use of

opinion leaders from the fashion world to endorse the usage of green tea in their daily lives
helped generate great word of mouth through television endorsements and live show
appearances, amplifying the Clear Green Rescue campaign to the fullest, in the process
generating PR value worth Rs. 40 million, along with raising awareness and sales by almost
80%.