1) Key Project Requirement
Induce trial among female non users & frequency among female current users by raising the awareness of green tea benefits through an exciting activation platform.
2) Marketing Objective
Increase Lipton market share within the Green Tea segment (currently 60%) to match Lipton Yellow Label Tea Bags market share from black tea segment (that is currently 80%).
3) Communication Objective
The target group should believe that a daily cup of Lipton Clear Green makes them feel light and active.