Beverages - Non-Alcohol
Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.
Lipton Ice Tea TUSINARUSI
In 2018 Lipton Ice Tea, leader of category, had to return growth tendency to category, increase sales within a changed competitive landscape. Following the trend of interest to the country and culture, the brand launched flavors developed for Russia: ’sea-buckthorn’ and ‘blueberry’. The campaign started with a song performed by rapper Feduk, rolled out further at events with bloggers, ‘Afisha Picnic’ festival, digital-media special projects about re-discovering Russia. The effective launch returned growth to category (+18% already in 1st half-year), over-achieved the sales plan and increased BrandLove indicator +3pp.
Brand: Lipton Ice Tea
Client: PepsiCo holdings LLC