New communication strategy for Lipton

The creative team of the digital agency «MOKO» developed and implemented a new communication strategy for the tea brand «Lipton».

What is the Lipton brand? We are convinced that most readers are now squinting from memories of the soft orange rays of the sun, evening tea parties with the family, or feeling the sweet taste of their favorite drink.

This is how the Lipton brand was in Ukrainians’ imagination and information space until February 24, 2022. With the beginning of a full-scale invasion, the brand faced a new challenge: «How to communicate relevantly and ethically with its consumers?». After all, the associations typical of the brand (happiness, peace, warmth), if they do not lose their value, then at least become triggers for Ukrainians.

The MOKO Digital agency worked on the brand transformation. Having carefully studied the target audience’s new social context, needs, and pains, the creative team formulated a new mission for Lipton – to teach Ukrainians to smile despite everything. From now on, the brand’s social media pages will be a space of inspiration and positivity, reminiscent of a mix of stand-ups, funny family stories, and emotional meetings with friends.