Medina Turgul DDB | Lipton Tek Dem

Insight

Turkey was the largest consumer of tea, but while coffee was growing by double digits, the tea market was stagnant. So how could we gain market share in a saturated market? By digging deeper into the business problem.

Coffee’s practicality and coolness was a better fit for young people’s lives. Tea was a more labor-intensive beverage with its own rituals. More importantly, tea was seen by the younger generation as “their parents’ drink”. They were eager to create a new beverage culture for their generation. At this point, coffee seemed to be the best alternative and tea needed to be rejuvenated.

Impact

To make tea young and cool, we first had to develop a format that would take tea out of home and ease the ritual of brewing it. Then, we needed to set a humorous tone -away from the calm and boring language of the tea world, paired with a face that could take us into pop culture.

The combination of a product that meets consumer needs and a campaign that resonates with consumers enabled us to deliver strong results.

Lipton Tek Dem has become one of the top 5 varieties in terms of penetration.

In a competitive and saturated tea market, gaining market share was a significant challenge. But thanks to our efforts, Lipton Tek Dem exceeded expectations with a market share of 5.14%, surpassing even the iconic Earl Grey variety in market share.

Lipton also managed to increase its perception of being an original brand by 9 points and its perception of being a dynamic brand by 12 points.