Product launch in digital: Lipton Raspberry Iced Tea.
Objective: drive product sales at a certain retailer, the Pyaterochka chain.

Raspberry tea time

OLV. An actor and TV anchor Pavel Derevyanko became the media face of the campaign. He is the perfect fit for the role: close to Mad Hatter and has the best voice.

About the project

Idea

Raspberry has a sweet flavor inspiring the imagination.
Lipton Raspberry transfers us to the world of dreams to a raspberry tea party with the Mad Hatter.

Eco system

At creating the promotion strategy, it was essential to drive sales and image indicators, hence we emphasized the 5 basic tools:

Digital support

Launching the site with the contest mechanics and interaction: a user uploads his or her photo and answers a couple of questions about their personality, and the system finds a matching character from Wonderland. The user can share their results on the social.

Instagram stories

Result

The campaign got positive audience response:

Reaching KPI in Lipton Raspberry sales.

≈ 300 000

Site users

100 %