A very innovative approach to marketing Lipton Yellow Label tea bags in Japan woke up a sleepy tea market. It's all about Inspiration. Research on the biopsychological effects of tea came to the rescue of the declining black tea market. This proved that an ingredient,"Theanine", increases RELAXATION and ALERTNESS in mental states. The Japanese term "Hirameki", meaning "Flash of Inspiration" captures this rather contradicting benefit perfectly, and a fully integrated campaign was developed around the idea of "Hirameichau-kamo"("Got Inspired?") using Hirameki campaign icon for creative consistency.

The campaign kicked off with "Hirameki Press Conference" where an academic presentation on the inspirational effect of theanine in Lipton Yellow Label was made while 4 celebrities from various fields were awarded as Hiramekists. TVCs were aired asking intriguing riddles without giving the solutions to lead viewers to Lipton website. The website shows answers to the TVC riddles while presenting scientific/product information in a fun way. Radio spots were aired in link with TVC. Sampling events were conducted with themes around comedy, exams and starting new life, where Inspiration becomes relevant. All activities were linked with the use of Hirameki campaign icon.