In a market dominated by two major players with very similar products, we needed to create an emotional appeal and make Lyons stand for something to our consumers.
We put the talk in tea. That’s the big idea. And it’s big because it works anywhere. In homes, workplaces and cafés the world over. Wherever tea is slipped or slurped.
We did this by writing the story of the Lyons expert tea-makers, and how they’ve been putting the talk in tea for centuries. Gossip, banter or a simple catch up – we made tea a conversation starter.
We didn’t just deliver a campaign. We created a concept with true global reach, one that Unilever has already rolled out in TV and print in Australia, New Zealand, Chile and Canada. And by starting a conversation in Ireland, the Lyons Facebook page is now one of the country’s most popular.
An iconic brand that had lost its way got a fresh voice. Through a 360-degree campaign, Lyons is talking to people and people are talking about it.