Creative Juice Kuala Lumpur recently launched a new campaign, ‘Master the Art of Teh Tarik Instantly’, to introduce Lipton’s new 3-in-1 Instant Milk Tea.
Formulated with creamier taste, fragrant tea aroma and added froth, Lipton’s new instant hot milk beverage mimics the popular ‘Teh Tarik’ drink found at road side stalls and eateries in Malaysia.
The campaign, launched on May 1, includes a 2-minute film featuring an obsessive Teh Tarik drinker and his humble servant who specializes on whisking the perfect cup. Shot with an exceedingly local flavour, the film highlights the quality and convenience of the new Lipton drink, as it is served at an impromptu luxurious tea party.
“We had fun shooting this quirky Wes Anderson inspired film amidst copious amounts of tea,” said VJ Anand, Executive Creative Director at Creative Juice Kuala Lumpur. “Kudos to our Unilever client who believed in the idea and made it a stand out amidst the sea of monotony in this tough category.”
“Lipton 3-in-1 is a small player in the hot instant category. Therefore, to break through the beverage clutter, a great product combined with great communications is key,” added Shawn Tan, Category Head of Refreshment, Unilever Malaysia Holdings Berhad. “Creative Juice has been able to deliver an outstanding campaign to convince consumers that with Lipton 3-in-1, everyone can be a Teh Tarik expert!”
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The integrated campaign includes print, below-the-line, social and activation.