Lipton may be the number one tea brand in the world, but its range of green teas had been knocked off the top spot with sales down by 10.8%. They needed to bring consumers back, and they saw an opportunity to bring tea trends to the mainstream market with a range of matcha blends.
As they would have no advertising support, the design needed to work hard to persuade at shelf.
Drawing on Japanese culture where matcha originates from, a hand drawn intricate fan pattern creates a striking and uplifting design. It is the first of Lipton’s packaging to have a white background, indicating premium and health cues and enabling stand out on busy shelves.
The results have well surpassed expectations with sales targets smashed by 71%. Even with no advertising spend they achieved $1.7 million sales in the first six months, selling more than 500,000 units. Lipton now has a 45.8% market share of the matcha category and has doubled the size of the segment.
