Phase 1
From sports team sponsorships to poking fun at the 'R' word itself, the campaign launched with a focus on the overused brand promises, across one of Unilever Australia's biggest outdoor media buy.
Phase 2
Following on from the launch, the second phase of our campaign shone the light on one of the other great soft drink brand cliches; the model pose. By shamelessly acknowledging our flaws, we cemented our tone of voice.
Phase 3
Whilst other brands use celebrity endorsements, we used non-celebrities in the final phase of the campaign. In true Refreshingly Refreshing style, Lipton invited consumers to become part of our brand story through an Instagram promotion that gave them the opportunity to star on their very own billboard.
