Lipton approached us with a problem: no one was reading their brand guidelines.
A metal suitcase was sent to every Lipton brand manager across Asia Pacific. Inside, was a stack of cash and an iPod Touch, pre-loaded with 'Lipton Millionaire' – a fun, interactive app that challenges their knowledge of the Lipton brand. This gave brand managers a chance to win a million dollars in virtual sales to show that they truly understand the brand.
Knowledge of the Lipton brand is at an all-time high – with their position as the world’s no.1 tea brand reinforced with a single voice. More importantly, the way that brand guidelines are presented has changed forever.