Unilever wanted to promote their new variant, White Tea & Raspberry, in the ice tea range within universities. The brief was to develop a fun and budget-priced item that would appeal to the correct target audience. The promotional offer was buy 2 Lipton Ice Tea including the new white tea and raspberry flavour and receive a free hacky sack. The product needed to be of a high quality, as a reflection of the Lipton brand and be appropriate for the target audience to use on a regular basis.
The primary target audience was around 5000 university students, Australia-wide, and took place in October 2008. The uptake for the promotion was great and Unilever saw a significant increase in outlet sales within the various universities over the promotional period. Due to the success of the hacky sack promotion, Unilever placed a repeat order for hacky sacks to run a similar promotion in 2010 to increase awareness of the Lipton brand within universities.
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