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YOUR GENERATION.
EMPOWER
MILLENNIALS
LIPTON is a Positivity Tea Brand with the mission of helping people feel good,
look good and get more out of life, and by which contributing to the key pillar
under Unilever Sustainable Living plan Improving Well-being.
LIPTON IS
POSITIVE.
OUR DISCRIMINATOR
UPLIFT.
1
Vietnam is a tea
country, but Tea Bag
is not with the Youth.
11%
Only around
of target group (2034 y/o) drinking Tea bag, with the
average of twice or three-times drinking
a cup of tea per year. (*)
(*) Source: Drinking Usage Panel Kantar World Panel (Q1 2016)
3
Lipton is solid market
leader in Tea Bag
Lipton is perceived as an image
of success and positivity, but a
bit maturity.
STUDENT LIFE
FIRST JOBBER
THE CHALLENGE
Make Lipton Tea bag become a MENTAL
FRIEND of Vietnamese Millennial first
jobber (20 25 y/o) during the
transformation stage of their life
THE CHALLENGE
MISSION
KEY TARGET
GROUP
important
THE CHALLENGE
Make Lipton Tea bag become a MENTAL FRIEND of
Vietnamese Millennial first jobber (20-25 y/o)
during the transformation stage of their life.
DELIVERABLE: A marketing campaign that give
solution for the challenge. The Idea must cover:
INSIGHT IDENTIFICATION (45%)
What matter to millennial first jobber? What
makes this stage of their life different from the
previous ?
What is their definition of Being Positive and
Being a Possibility Embracer?
What is their current perception and association to
Drinking Tea habit and Lipton?
REFERENCES
MILLENNIALS & THE HABBITS OF DRINKING TEA
While large amount of 40+ y/o group drinking Teabag is because of thirst
quenching, only 18% younger target (20-34 y/o) has the same reason. 30%
of this young group are skewed to more complicated need such as
Refreshing, Relaxation, and Cooling down when choosing Teabag.
More than 50% of Lipton users drink Lipton teabag in OOH occasions,
like coffee shops or in Office.
Morning (after breakfast) is the most important occasion for TEA during
the day.
THANK YOU.