In order to raise awareness of the light series we focused on

- benefit: "only 3,3 calories"

- insight: people feel guilty drinking soft drinks because of their high calorie.

Lipton Ice Tea Light introduces the world's first calorie burning vending machine.

We equipped a standard vending machine with a remote controlled mechanism that would move the machine towards left and right sides on command.

How it works:

- You insert your money

- Make your selection

- Right when the can drops, the machines starts to move around

- You try to catch the machine to reach your can.

- With a couple of simple moves you burn the 3 calories you are about to take form the Lipton Ice Tea Light.

The event took place in one of the biggest shopping malls of Istanbul, on a busy Saturday.

With this equity building project we have reached more than a hundred people in person.

Get them to engage with the brand for an average of 3 minutes, received the 3,3 calorie message with a fun and active game

that fits with the brand equity.

While these (approx.) 100 people tried out our calorie burning vending machine another couple of hundred people in the mall were watching the whole game with curious eyes.