GolinHarris signs the Romanian Lipton communication campaign, after the agency won the account at the start of this year, following a pitch organized by PepsiCo and Unilever.
The PR campaign for Lipton was created and structured in 3 steps, to combine online and offline experiences. The campaign started in April, with a teasing during which 5 Romanian bloggers were asked to share their experiences with the green tea.
Our mission was to create an original and impactful message that would generate a discussion around green tea’s benefits. A study (related to tea, consumption and ingredients – n.b.) was one of the essential campaign components, because we wanted to know what’s Romanians relation with green tea, a beverage (…)less consumed in Romania
Head of Corporate Division GolinHarris București.
6 bloggers Simona Tache, Cristina Bazavan, Andreea-Mihaela Retea, Adrian Hădean, Cabral and Andreea Ibacka) were invited by GolinHarris to join the educational campaign and share their experiences with the green tea. Also, the bloggers met, for a tea, with some of their readers. This stage of the campaign ended with an Oracle – reliving the times of memories notebooks from the secondary school.
The campaign ends with GolinHarris communicating IceTea Green Tea with Lemon from Lipton, that includes a 100% natural sweetner
The teams working on the project included
– Dana Iordache, Regional Marketing Manager and Claudia Crișan, Jr Brand Manager from PepsiCo;
– Daniel Barbulescu, Marketing Manager Foods & Ice Cream and Irina Urechean – Brand Building Executive Ice cream and Tea from Unilever;
– Manuela Zidaru, Creative Director; Monica Botez, Head of Corporate Division; Irina Roncea, Senior Manager; Anca Marcu, Media Associate; Teodora Stoica, Media Associate și Roxana Diba, Digital Associate from GolinHarris Bucuresti.