In a nation where over indulging on food is a habit, to purify consumers from within, the brand required a team-based idea that could intercept and “rescue” the consumers from over indulging.That is where the BIG IDEA of the rescue team was found. To create this team, we outfitted a rescue vehicle with green tea leaves, aiming to intercept audiences at key point of consumption channels. Each team member was equipped with a utility belt that included green tea samples, cups and a hot water flask for quick sampling.

Over the course of the month, the Lipton Clear Green Rescue campaign sampled over 500,000 cups of green tea to over 500,000 consumers in the top three cities of Pakistan.

The use of opinion leaders from the fashion world to endorse the usage of green tea in their daily lives helped generate great word of mouth through television endorsements and live show appearances, amplifying the Clear Green Rescue campaign to the fullest, in the process generating PR value worth Rs. 40 million, along with raising awareness and sales by almost 80%.