Click here to listen to the commercials and live reads from the award winning campaign. (Scroll to the '2005 AFA Effectiveness Awards' category in the drop down box on the audio archive page)
The Award was accepted by Andrew McCowan.
Background
When a new brand of tea called “Black Tea” was launched, the consumer had no idea what Black tea was and where the original Lipton Yellow Tea packs had gone. Sales were decreasing dramatically so Lipton conducted extensive research. Lipton had to re-educate the consumer through new TVC’s, Press and Radio (including live reads by Alan Jones).
The new tag that appeared in all media was:
“Lipton Black Tea. It’s the technical term for the tea you love.”
This campaign describes the use of radio and other media in combination to form a clearly communicated advertising strategy that resulted in a recovery of lost sales and consumers returning to the brand as repeat purchases.
Objectives of the campaign;
- Recover lost sales
- Convert trial consumers into repeat purchase
- Communicate the brand's core message
- Improve brand health
- Generate results in a short time period
- Achieve high cut through
- Increase brand interaction
AFA Effectiveness Awards
The AFA Advertising Effectiveness Awards are dedicated to proving the commercial value of advertising, that is, its contribution to shareholder value, rather than just its creative merit. More here.
AFA Effectiveness Awards were launched 14 years ago with 3 objectives;
1.To foster the credibility of the advertising industry among advertisers, and other interested parties, both in terms of the professionalism of its approach, and its accountability in terms of cost-effectiveness.
2.To encourage agencies and clients to analyse advertising effectiveness in an objective way.
3.To further understanding throughout the marketing and advertising industry as to how advertising works and its potential role in the marketing mix.
Click on the links below to see the press ads and the final entry submission for the campaign.
A selection of photos from the AFA Effectiveness Awards - PDF
Final submission - Lipton Black Tea, Moving Out of a Black Hole - PDF
Lipton Black Tea Press Ads - PDF
