Creating a new product for Lipton regarding an unexplored target.
Lipton HITS is the new concept of ice tea: young, extrovert, fun... and natural. It's 100% energy tea, with ingredients such as ginseng and honey, for those who want to stay awake during the day or/and night in a healthy way.
There are three delicious and exotic flavors to choose: lychee & pomegranate, lime & mint, and açai & apple. The fruit characters help to convey these flavors in a funny way. These drinks can be found in bars, clubs, 24/7 and at the supermarket, and also in their won fridge, because it's not catalog-able as a simple ice tea, and it's not an energy drink like others.
Getting inspired by the zombie trend.
Using guerilla marketing to create engagement.
A guerrilla marketing was also done, through big eye stickers like the eyes of the fruit's characters which look flipped out. These stickers can be pasted at big publicity posters at the streets, for example, and can be found inside trend magazines. This is shown at the video it's been posted here.