The ‘Hirameki Park’ campaign follows a single-market launch of the concept in Japan in late 2006, via a JWT Japan-created TVC.
The regional rollout covers 11 markets and includes a heavy digital component, which was developed by Lipton’s new digital AOR, Tribal DDB.
The concept derives from the Japanese word hirameki, which roughly translates to ‘eureka’. In particular, the campaign aims to convey the idea that drinking tea is the ideal choice for consumers that are looking for inspiration.
Accordingly, Tribal DDB has launched a new hirameki-park.com website, along with local websites for 11 markets. The sites features a range of activities designed to encourage consumer interaction around an inspiration theme, including blogs, quizzes, downloads and videos.
A Hirameki desktop feature is also available for download, offering news, games and ‘tea-break exercises’. Online banner ads are also running on MSN Messenger, while Lipton is broadening the message via TV ads and events.
“What we’re trying to do is get people to be aware of the benefits of tea,” said Tribal DDB Asia-Pacific president Adam Good.
“Asians know there is goodness in tea. What is not commonly known is tea contains theanine, and this has been found to create a relaxed but alert mental state. In this state, it’s the best time to get an idea, get inspiration.”
Good added that the goal was to create buzz around the word hirameki. “The idea is that Hirameki brightens my day with new perspectives and inspirational moments,” he said. “And also turn it into a buzzword.”
The programme is Tribal DDB’s first in Asia for Lipton Yellow Label, after global incumbent DDB snared the regional business for the tea brand from JWT earlier this year (Media, 23 February).
Lipton remains the world’s best-selling tea brand, racking up global sales of nearly US$4 billion.
At present, its overall market share in the leaf and ready-to-drink categories is nearly three times that of its nearest rival.
