The piece is relevant to film because it stems from a deeply rooted Egyptian insight, where we usually get a lagging feeling after having a big and delicious Iftar in Ramadan - and nothing but a good cup of tea can fix that lag! Unlike all the other campaigns airing at the same time, we used a catchy jingle using only the brand’s name (Lip Lip Lip Lipton) to showcase the lag figuratively and literally on an Egyptian family in a series of unfortunate events.

Ramadan is a key occasion for all Islamic and Arab nations. It’s a time of fasting, family gatherings, prayer, reflection and community. But when it comes to advertising, it’s like the Super Bowl of Egypt. The competition is fierce and every single brand aims to stand out. On the other hand, tea is the star of the month with almost 99% penetration.

The film revolves around an Egyptian family after finishing their Iftar. We see the father asking the mother to fix them a cup of Lipton tea. And then, he starts lagging on the word Lip.. Lip… Lip… The whole family gets a lagging feeling because of all the food they had and they start glitching and singing the jingle. We see their relatives visiting them and they are also lagging and singing. The family takes us in a spiral of events through their night trying to find the cup of tea that will make them ditch the food coma glitch.

Situation

Egypt is facing a huge inflation, the worst of modern time, and all prices are increasing significantly which is a threat for Lipton since their price point is relatively high vs. competition by 25-30%. This made a lot of consumers shift to cheaper brands given the complicated economic situation that hit every household.

Brief

To own the key consumption moments for tea between Iftar and Sohour and to increase Lipton’s brand recall.

Objectives

The key business objective was to Drive Internal Sales Growth by 27% during this Ramadan period vs Ramadan period of last year. As for the marketing objective Lipton wanted to Improve ad recall by 4% in line with saliency and increase positive sentiments like the brand preference by 3 % during the month of Ramadan.

Impact

Lipton’s black tea business grew 40% vs Ramadan 2023 and surpassed the plan targets by 9% on volume and 10% on value basis. The distribution grew by 24%. Market coverage grow by 24% with 40% increase in Hot tea Shops alone!

Reach

The campaign reached 22.3M users on Facebook. 20.2M users on YouTube which exceed the planned reach by 44%. Along with reaching 11.4M users on TikTok which exceed the planned reach by 40%. On VOD we achieved 43M views 46% higher than planned 29.8 M Views.

Engagement

The campaign achieved a 61% higher engagement rate, 85% higher CTR and 151% higher VTR vs benchmarks. In fact, it was the most memed commercial of Ramadan with tons of user-generated content using the song popping up.

Brand Perception

The campaign became the most relatable campaign during Ramadan and changed the perception that Lipton

During Ramadan, Egyptians eat tons of food because of the fasting nature of the month. We tend to eat more than we can, which leave us with a food coma especially post Iftar. We always drink tea to help us digest all what we ate, and we wanted to own this moment and we found a true Egyptian slang “علق على الشاي” which means “Fix us a cup of tea” and the word “علق” means to lag or glitch. So, if you have the post Iftar food coma, Lipton will fix your lag and make you ditch the glitch.