Lipton Teas and Infusions has relaunched its creamy spiced Chai Latte range thanks to passionate pleas from tea loving fans
Gillian Allen, who launched a Facebook group calling for the return of Liption Chai Latte, stars in the campaign’s films and material developed by Think HQ rolling out across digital, social, earned media and in-store.
The campaign, from Think HQ, tells the story of one woman’s love for a cup of Lipton Chai Latte inspired a passionate groundswell of fandom.
After seeing over 500 people sign a petition and fans flooding Lipton’s channels calling for Chai Latte’s return, Allen was inspired to launch her own online campaign on Facebook and rally the community behind the cause, and becoming a leading figure in a grassroots movement to bring back the bevvy, which Lipton Teas and Infusions noticed, and responded.
“We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act,” said Sarah Shen, Marketing Manager at Lipton Teas and Infusions.
“This relaunch of our two Chai Latte blends – Classic and Spiced – reflects our commitment to crafting products of excellent quality and are testament to the rich flavours that keep bringing customers back.”
Allen’s starring role in the relaunch campaign highlights the power of everyday voices to influence real change.
Think HQ’s strategy and creative focused on harnessing the energy of the loyal fans and turned their passion into a relaunch moment, while the search for the ideal ambassador led straight to Allen.
Think HQ Creative Director, Wellison D’Assuncao said: “The campaign tells consumers the story of how their favourite brew found its way back on shelves. But the bigger story here for brands and marketers is the one about the importance of understanding your audience and the power they have.
“Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it.”
Gillian said: “Never in a million years did I think a Facebook group would actually bring it back.
“I just missed it so much – it was part of my daily routine and something that brought me comfort.
“To know so many others felt the same and that Lipton not only listened, but even made me the face of it, is amazing.”
CREDITS
Client – Lipton Teas and Infusions
Robby Lowrey – Country Head Lipton Teas and Infusions
Sarah Shen – Marketing Manager Lipton Teas and Infusions
Agency – Think HQ
Jen Sharpe – Founder and Managing Director
Lorraine Jokovic – General Manager Sydney
Wellison D’Assuncao – Creative Director
Caitlin Clarke – Head of Creative Services and Production
Callum Yeo – Senior Integrated Producer
Laura Finegan – Events Specialist
Ben Ryan – Copywriter
Donna Kalish – Art Director
Phoebe Lim – Junior Designer
Waqas Tahir – Head of Strategy
Tina Paul – Account Director
Iria Bello – Account Executive
Blake Mason – Group Account Director PR
Evie McCullough – Senior Account Manager PR
Tom Hines – Account Director PR
Saumya Poojary – Social Media Manager
Swehea Raj – Social Media Executive
DOP Photographer: Milos Mlynarik
Stylist: Emma Cotterill
Hair & Makeup: Chereine Waddell
Lipton Chai Latte Queen: Gillian Allen