Campaign details

Brand: Lipton Ice Tea
Brand Owner: PepsiCo
Lead Agency: DDB Dubai, OMD Egypt
Country: Egypt
Industries: Iced drinks
Media Channels: Online display, Online video, Outdoor, out-of-home, Product sampling, Social media, Television
Budget: Up to 500k

Executive summary

The whole Ice Tea category was alien to Egyptians prior to Lipton Ice Tea's launch in 2016. Hot tea, however, is the national beverage and it is widely believed that hot tea gone cold is not drinkable. That was the uphill challenge facing Lipton Ice Tea as it set out to launch in Egypt. A complete perception and behavioural change was needed if the product was to be a success in the country. That was led by a clear insight, a clever strategy and creative executions deployed with effectiveness.

Market background and cultural context