HUL has woken up to Tata Tea’s mega success with the "Jaago Re" campaign and has launched ‘Stay Sharp’ for Lipton. The idea is to leverage the online space to launch and build consumer engagement with the Lipton Yellow Label tea, which was visible mainly at tea and coffee vending machines in offices.
The result: Lipton’s new digital campaign is all about the world's largest jigsaw puzzle consisting of 25,000 pieces, which are further broken into 1,000 parts with 25 pieces each.
Brand positioning: Lipton relaunched its yellow label tea in mid-April with increased focus on Theanine, a naturally found substance in tea which is known to increase 'alpha brain waves’ that are associated with a "relaxed yet alert" state of mind.
The puzzle, available on the website – www.stay-sharp.in — has been conceptualized by Royce B McClure who designed the world's largest commercially available jigsaw puzzle, titled Life: The Great Challenge, consisting of 24,000 pieces.
For example, in the FMCG category, mega digital campaigns such as Cadbury's meethamoments and HUL’s gangofgirls (Sunsilk) couldn’t create the kind of buzz jaago re did.
With elections round the corner, the campaign had an immediate connect. Result: jaago re has over 6,00,000 registered users besides the Facebook pages and thousands of views on YouTube. But now that the elections are over, Jaago Re may have lost its relevance. So what will be the Tata Tea’s next punch?????????
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