Shanghai : DDB Shanghai has completed the last of 3 campaigns in 2010 for Lipton China, having developed a cohesive effort that reinforces the brand’s international status as a world tea expert. These campaigns represent a milestone for Lipton as it continues to execute a more proactive and incisive brand development strategy in China, over a 12-month period, which took the DDB team to Thailand, Japan and Taiwan. All three campaigns, for Lipton milk tea feature world-famous actor Takeshi Kaneshiro.
“Sunshine Steam”, released on 1 September 2010, was launched in 22 cities throughout China, featuring steam as a pneumonic device to highlight the sunshine vitality proposition. “Royal Moment” will be launched on 15 September in 3 cities, featuring special effects that bring the premium milk tea’s premise of “giving yourself a royal moment”, to life. Both campaigns feature Lipton’s new consistent branding, managed by DDB Shanghai.
All three campaigns, which star Takeshi as Lipton’s first A-list international celebrity endorser, highlight the nature of the brand’s status as a ‘world tea expert’, using travel, imagination and fantasy to conceptualize the key creative concept of ‘transformation’. The international aspect of the campaign was reinforced by the global expertise that contributed to the TVCs. Director Masami Kamiyama delivered cinematic craftsmanship to the campaign, along with print campaign photographer, Takaki Kumada (the current darling of the fashion industry in Japan).
The entire production was overseen by DDB China’s Chief Creative Officer Michael Dee, an award-winning figure in the industry with an international reputation for excellence. “This has been a very interesting and challenging journey,” commented Michael Dee. “We are very pleased to be able to build a dazzling creative idea for the Lipton brand in China.”
DDB Shanghai’s relationship with Lipton China dates back to the tea label’s first Chinese New Year campaign, launched in early 2010, which premiered the brand’s new positioning and established a “steam” icon as its brand equity. The landmark campaign, which achieved a milk tea sales increase of 30% and changed consumer behavior during this competitive sales period, has become a unique case study in China.
“We put forth a very challenging assignment to DDB Shanghai and they have managed to deliver beyond our expectations and elevated the Lipton brand to a new level,” said Hiromi Inagaki, Vice President, Brand Development Beverages, East Asia.
Client: Lipton China
Creative agency: DDB Shanghai
Chief Creative Officer: Michael Dee
Producer: George Ooi
Regional Account Director: Margaret Wu
Production House: InShow
Director: Masami Kamiyama
Photographer: Takaki Kumada