For the first time, Lipton decided to target a product launch at a specific gender, women. Even though it is part of larger communication strategy, one of the main purposes for the website was to communicate the product a month earlier to its actual launch and before it could be seen on the shelve of supermarkets. The idea was to generate a curiosity that could lead to better sampling results. As for the communication tone and imagery, the idea was to contextualise the product into the daily routine of active women, with very little free time, but aware of the need to nurture her body and spirit.