Shaking the Tree

When we set out to help launch Lipton’s Sun Spree Flavored Tea in the U.S., we had one existing creative element with which to work. Introducing the tea in Europe, Lipton used a commercial with the mnemonic device of fruits falling from a tree into tea cups, positioning the brand as The Surprisingly Fruity Tea.

But we faced an interesting challenge: Specialty teas in the U.S. are typically consumed by older women as a hot beverage, but Lipton wanted to position Sun Spree as a drink for 18- to 29-year-olds to be consumed iced.

Retaining the “surprisingly fruity” concept, we produced FSIs depicting luscious, giant fruit and tea bags hanging in trees in a playful style with bold colors. The inserts featured a strawberry scratch-‘n-sniff patch to get consumers involved and break through the FSI clutter. Giant fruit graphics led shoppers to displays in-store.

We translated the graphics onto a trailer to take the show on the road for sampling at venues such as music festivals and craft fairs in targeted markets. Crowds loved interacting with our fruity inflatables, which included a 20-foot Sun Spree fruit tree and seven-foot inflatable costumes worn by samplers.

We have more surprises coming soon. Watch for the seven-story hot-air balloon.