Agency Elisava Master Degree in Branding
Role Brand Strategist / Graphic Designer
Lipton Hits it's a 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 own fridge, because it's not catalog-able as a simple ice tea, and it's not an energy drink like others.
The goal was to get to young people, and the zombie trend through series such as "The Walking Dead" was a pillar to create the perfect advertising for the right audience.
The energy the drink gives is shown through hipster zombies who have woke up after drinking it. There's no more alive kind of feeling than waking up from death.
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.