With its renewed brand, Lipton Exclusive Selection, Unilever Food Solutions is aiming at a significant up-market repositioning of its Lipton tea products for the trade market. Just like we no longer drink coffee but prefer Caffé Latte or Espresso Macchiato, Unilever Food Solutions wants to stimulate consumers not just to drink tea, but to enjoy Asian White & Rose, a Pure Black Ceylon or one of the other eleven luxury Lipton teas. Lipton Exclusive Selection is a concept for hotels, restaurants and bars. Unilever Food Solutions devoted particular care to the composition, quality and packaging of the new range. The collection contains long tealeaves and herbs, combined with visible bits of fruit and flowers, packaged in a semi-transparent, pyramid-shaped tea bag.
To launch the new product line with plenty of impact for the professional target audience, advertising agency Pubmarket! focussed fully on experience marketing and event marketing. For the event, Pubmarket! selected three locations on Het Eilandje, a trendy hotspot in Antwerp: Felix Pakhuis, Urban City and MAS. A total takeover of the hippest area in all of Antwerp, completely in line with the new product range. The experience was linked to the locations. Trend watchers gave inspirational sessions like ‘Tea is the new coffee’. A speaker from the Rain Forest Alliance explained the sustainability of tea production and of course there was a tasting… but not just any tasting. There was a ‘make your own tea blend’ workshop and a session with a tea sommelier. What would be the tea equivalent for a barista? Sepideh Sedaghatnia, former sommelier at fine dining restaurant ’t Zilte and best known for being a jury member on the hit TV show My Pop-up Restaurant, taught participants to make tea cocktails. The launch was topped off with a food and tea pairing in ’t Zilte, the top restaurant on the top floor of the iconic MAS museum. The event clearly showed how Unilever Food Solutions helps its clients to create a unique tea experience that sets them apart from the competition. Not to mention the business benefits: they can increase their revenues even further with these innovative products.
During the entire event, the ‘tea experience’ was central, even more so than the actual product. Everything was aligned: the location, experience and relationing. As it turns out, Unilever Food Solutions and Pubmarket! capitalised perfectly on the expectations of the consumer. Tea is the new hype, tea is the new coffee!
This event was executed in collaboration with New Balls Please.