Lipton
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A program to attract young people in Japan to traditional tea (Cha) drinking
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New product ideas for cha-based beverages were created
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Led to the opening of Lipton's Cha Tea Bar in Japan
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Cha Cha Cha
After extensive research into Japanese tea drinking, a strategy was created to reorganize the overwhelming selection of traditional chas and to provide new understandable product categories to attract young people in Japan who are not drinking cha. To help demystify the "cha tradition" the strategy included new cha stories that connected with a younger, more contemporary market. Specific product innovations included the introduction of radically new cha-based beverages - familiar but with new associations of flavor, preparation, and meaning. These new drinks explore the potentials of health, energy, relaxation, gender, sharing, self-image and fun. Lipton subsequently opened the Lipton Ch'a Tea Bar - a drink boutique and research center offering new versions of venerated traditional drinks. |
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