Growth for Lipton hinges on recruiting new consumers of Lipton's leaf tea and ice tea beverages. Winning depends on Lipton reaching young adults in transition between education and work. The media team achieved these goals by: defining a pan-European brand activation platform to clearly communicate how Lipton teas are relevant in the lives of the core target; and establishing a Pan-European initiative to give the platform scale and provide a centrepiece to inspire countries to develop further activities on the same theme.