Michiel Hofstee, managing director of JWT Shanghai, stated that the agency won the business in part because of its past experience handling Lipton’s accounts. When DDB became Lipton’s global alignment agency, it gave JWT China the opportunity to work on another tea brand.
China’s iced tea market is growing fast and is already crowded. Apart from global tea brands like Lipton and Nestle, and well-known greater China brands such as Uni-President, Master Kong and Wahaha - China’s largest beverage brand - numerous smaller local brands are thirsting for more market share.
“Our challenge for the Uni-President iced tea account is no different from other clients. [We need to] find the right positioning and communications channels to connect to the right targets emotionally, which makes the brand appealing to consumers,” said Hofstee.
