Lipton Sunny Picknickboxes

Lipton

To celebrated the start of the summer in 2021, Lipton Ice Tea launched the Share Some Sunshine campaign, which revolved around spending time in the sun with friends. Lipton approached Glasnost to broadcast the ‘share some sunshine’ message among the target audience and at the same time increase top-of-mind-awareness (TOMA) for Lipton Ice Tea over the summer. The PR-objective was to generate buzz and talkability for the Share Some Sunshine campaign and support Lipton’s goal of encouraging people to spend quality time together in the sun.

Approach

With COVID-19 limiting the options for spending time with friends and family, the need for personal contact was growing stronger than ever for most of us. The summer of 2021 hinted at light at the end of the tunnel, as we were slowly allowed to seek out each other’s company again–be it outside and at a safe distance. As the days grew longer, parks and the waterfront became popular meeting places. We know that Millennials and Gen Z view quality time as something that happens spontaneously and not as an occasion that is planned long in advance. With that perspective–and COVID-19 restrictions–in mind, we decided to launch the Lipton Sunny Picnic Box in cooperation with Uber Eats. It was the ideal goodie box for young people, with a picnic blanket, various games, chilled Lipton Ice Tea and delectable treats. No supermarket-detours needed when the first rays of sun indicate that it is going to be a good day for a picnic. Just gather your friends, head outdoors and share some sunshine. It’s picnic time!

On 2 July 2021 from 12.00 PM onward, the free Lipton Sunny Picnic Box was available through Uber Eats, delivery in Amsterdam included.

To spread the news, a press release was sent out to lifestyle and B2B media. We also had Uber Eats deliver picnic boxes to a select group of influencers before the go-live moment. Direct links to Uber Eats were placed on Instagram stories through paid partnerships with Joeyjaq (93K followers), Kimberley Klaver (38K followers) and Lily Tjon (52K followers).

Results

The Lipton Sunny Picnic Box was a huge success: all boxes were sold, and delivered by Uber Eats, within 90 minutes of the campaign go-live moment. The effectiveness of the press releases and the 1-on-1 pitches was evident from publications on Fonk, &C and In de Buurt Amsterdam. The paid partnerships had a cumulative reach of 85,513, while earned media saw the box mentioned on Instagram by, among others, Snackspert, Stijn Fransen and 24Kitchen. The total cumulative reach topped out at 8 million, creating a PR value of €151,450.