Developed by JWT Shanghai, the campaign launched on television late last month across China, with print and POS sampling activations to roll out in the new year.
Despite Lipton's market leader status in China in both the leaf and ready-to-drink categories, a dominance it enjoys regionally and globally, JWT Shanghai group account director Cate O'Kane noted the brand was beginning to face increasing pressure from local players.
"Lipton competes with local tea brands with supposed medical abilities, and other traditional Chinese medicines," she said.
According to O'Kane, the creative hinges on the product's core proposition, it's moisturising capability, which ultimately helps women maximise their beauty potential within the limited environs of the office. It moves away from a more traditional strategy of focusing on tea's 'refreshing' appeal.
"Every woman wants to be beautiful, but the everyday stress of a busy modern life drains her, which does not allow her beauty to show itself," she said. "Women are like flowers, they are delicate and they need looking after, but it is difficult to do all the time. They need an easy, modern way to look after themselves, with great taste values and the comfort of a respected brand."
MindShare Shanghai is handling media planning and buying for the campaign.
