Featuring superfan Gillian Allen.
Lipton Teas has relaunched its Chai Latte blend in a campaign via Think HQ
Superfan Gillian Allen has become the face of the relaunch and heralds the return of Lipton’s Chai Latte to supermarket shelves.
After seeing more than 500 people sign a petition, Allen started her own online campaign on Facebook.
“We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act,” said Lipton Teas and Infusions marketing manager Sarah Shen.
“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.”
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," D'Assuncao said.
"Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it."
The campaign is rolling out across digital, social, earned media and in-store.
“Never in a million years did I think a Facebook group would actually bring it back,” Allen said.
“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
