UNILEVER FUTURE LEADER LEAGUE 2016

UFLL 2016, the mission is all about

YOUR GENERATION.
The Brand that joins you on
UFLL journey 2016

EMPOWER
MILLENNIALS
ENTER TO THE WORLD OF LIPTON

LIPTON is a “Positivity” Tea Brand with the mission of helping people feel good,
look good and get more out of life, and by which contributing to the key pillar
under Unilever Sustainable Living plan – “Improving Well-being”.
 ENTER TO THE WORLD OF
OUR
PEOPLE
PORTRAIT
LIPTON IS A POSITIVITEA BRAND FOR POSSIBILITY EMBRACER
Young Adults transitioning into / throughout adulthood (20-34) who embrace possibilities and
adopt a positive mindset throughout life – Possibility Embracers.
He / she is an embracer of the ‘adventure’ of their current life phase, knowing that it’s their
choice to take it on, with a positive attitude, and seize potential opportunities.
They believe that a positive attitude towards possibilities during change determines how well
they will do. They believe that the greater responsibility they take for making and guiding
their own life, the bigger the reward.
They are curious, optimistic, spontaneous, vibrant and want to have fun! Yet they have
purpose.

Possibility Embracers want to feel a positive mood shift. A cheerful, joyful liberated
experience. They choose Lipton Tea because it delivers emotional “feel good” and exciting,
great tastes – whether it is hot tea or cold tea.
ENTER TO THE WORLD OF LIPTON
OUR
PRODUCT
ENTER TO THE WORLD OF LIPTON
OUR OUR DISCRIMINATOR
PERSONALITY

LIPTON IS We are the “POSITIVE” TEA

POSITIVE. brand which gives you the

“BETTER-FOR-YOU”
In a world with both good and bad sides,
we truly believe in looking for the positive.
It’s not a case of pretending everything is
UPLIFT.
perfect, but being optimistic by choice,
And always seeing the cup as half-full.
ENTER TO THE WORLD OF LIPTON

LIVE LIFE THE POSITIVE WAY!

BE AWAKE to WHAT REALLY MATTER
VIETNAM BUSINESS CONTEXT
 VIETNAM BUSINESS CONTEXT

1 2 3
Vietnam is a tea The Youth is now looking
Lipton is solid market
country, but Tea Bag for well-being and
convenient format.
leader in Tea Bag
is not with the Youth.
Only around 11% of target group (20- The challenge is how to bring inspiration to Lipton is perceived as an image
34 y/o) drinking Tea bag, with the connect the Youth with the Category. of success and positivity, but a
average of twice or three-times drinking As market leader, we want to build the
bit “maturity”.
a cup of tea per year. (*) Brand to become apart of the Youth.

(*) Source: Drinking Usage Panel – Kantar World Panel (Q1 2016)
 VIETNAM BUSINESS CONTEXT
Lipton core target group is Millennials.
Millennial is the generation among 20-34 years old, who are different from any other generation that has come
before. A few facts about them: they are the best educated generation ever, they are the most heavily digital savvy,
they live in a global economy and start working during the deepest global recession...

An important milestone of millennials is the TRANSFORMATION STAGE of their life (20-25 y/o), from student life
to a first jobber’s life. This is when they face the challenge of changing and adapting themselves to grow and
develop in a totally new and different environment vs before. This is when their life mostly become independent
from family, with more opportunities, responsibilities and expectation.
And this is When Lipton – a brand of “Positivity” and “Possibility” can join them on their journey.

STUDENT LIFE FIRST JOBBER

 THE CHALLENGE
Make Lipton Tea bag become a MENTAL
FRIEND of Vietnamese Millennial first
jobber (20 – 25 y/o) during the
transformation stage of their life
 THE CHALLENGE

Empower Millennial generation in their important

MISSION
milestone of life – as a first jobber (20-25 y/o)

Millennial first jobber (20-25 y/o). Who is looking for

KEY TARGET vitality lifestyle, who is in need of a drinking solution that
GROUP bring them a healthy uplift and refresh their mind in their
daily life.
 THE CHALLENGE
Make Lipton Tea bag become a MENTAL FRIEND of
Vietnamese Millennial first jobber (20-25 y/o)
during the transformation stage of their life.

DELIVERABLE: A marketing campaign that give • CAMPAIGN IDEA (30%)

solution for the challenge. The Idea must cover:
• INSIGHT IDENTIFICATION (45%)
What matter to millennial first jobber? What
makes this stage of their life different from the
previous ?
What is their definition of “Being Positive” and
“Being a Possibility Embracer”?
What is their current perception and association to
Drinking Tea habit and Lipton?
How to enable and be apart of their positive
attitude and life style?
What is their suitable daily occasion to drink Tea?
How to introduce Lipton into this occasion in a
PosibiliTEA way?
• DEPLOYMENT PLAN (25%):
How to deploy your campaign idea in selected
touch points
- Consumer communication (digital, OOH…): 10%
- Promotion at point of purchase (instore visibility,
activation…): 10%
- Budget plan for your proposal (contribution by
key channels, rationales behind): 5%
 REFERENCES
MILLENNIALS & THE HABBITS OF DRINKING TEA

 While large amount of 40+ y/o group drinking Teabag is because of thirst
quenching, only 18% younger target (20-34 y/o) has the same reason. 30%
of this young group are skewed to more complicated need such as
Refreshing, Relaxation, and Cooling down when choosing Teabag.

 More than 50% of Lipton users drink Lipton teabag in OOH occasions,
like coffee shops or in Office.

 Morning (after breakfast) is the most important occasion for TEA during
the day.
THANK YOU.