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DRINK LIPTON GREEN TEA LIVE HEALTHY, STAY YOUNG - Vishakha Jain


BRIEF CREATIVE CHALLENGE Create a positive social or environmental impact utilizing the power of a Unilever brand. Choose from one of the following: • Lipton • Marmite • Persil • Simple Develop your idea with a focus on one of three objectives: • Improving health and well being • Reducing environmental impact • Enhancing livelihoods You can take any approach to this brief; whether it be in the form of a product, service, experience, event, community group, communication campaign… Unilever are looking for any vehicle or channel that can be used to make a positive difference.

CONSIDERATION • Unilever are looking for something that could feasibly be developed. You need to show how the potential would be realizes, i.e. how it would be taken to market through materials, production, branding, advertising, marketing, etc. • Consider forming an interdisciplinary collaboration to create a rounded entry, incorporating design, marketing, graphics, advertising, craft and business studies. • Your idea needs to relate directly to your chosen brand’s values and audiences. TARGET AUDIENCE Research your chosen brand’s target audience by visiting their website and other brand touch points.


RESEARCH WHY GREEN TEA ? A recent study published in The Journal of Medicinal Studies (April 2011) suggests that daily supplementation with green tea extracts may boost mental alertness and enhance memory. Researchers who conducted the randomized, double-blind, placebo-controlled study in Korea concluded that a combination of green tea extract with L-theanine “should be considered a potential nutraceutical candidate for enhancing cognitive performance.�

WHY SHOULD WE DRINK GREEN TEA ?

Studies have already shown the positive impact green tea extracts may have on cognitive health, but another component of green tea called L-theanine, an amino acid, is believed to function as a relaxant, helping to reduce stress and improve sleep quality at an effective dose (between 100-200 mg/day). The benefits that a combination of green tea extracts and L-theanine may provide for improving mental health is the subject of numerous research studies. Such studies continue to spur a booming market growth for green tea extracts.


BENEFITS OF GREEN TEA It is used to treat impaired immune function. It is used in raising metabolism and increasing fat oxidation.

Treatment of multiple sclerosis. BEN EF GRE ITS OF EN T EA

Reduces heart diseases and attacks.

Treatment and prevention of cancer.

Regular consumption of green tea can effectively delay symptoms of aging. Helps in stopping Alzheimer's and Parkinson's diseases.

Reduces the level of cholesterol in blood, improves the ratio of good cholesterol to bad cholesterol.


COMPETITOR IN MARKET The easy way to stay healthy Regardless of how your day is going, you will need a dose of freshness to relax and rejuvenate. Naturally rich in antioxidants, Tetley Green Tea gives you just that. The antioxidants help to reduce the harmful effects that stress and pollution may have on your body. Try a cup everyday to know how it refreshes you like a 5 minute vacation on a busy day!

Free your mind‌that’s Tetley The brand Tetley concentrates on showing how healthy green tea is to drink in daily life, as per my research what I gauge is that they concentrate on a particular market of people who are health conscious, on a whole their is much more to green tea then to just keep you healthy. The recent advertisement of tetley shows a girl who is health conscious but is too lazy to work out, or get up in the morning for a jog, and can also not afford to avoid junk food but still she keeps herself fit and healthy by drinking just a cup of green tea everyday. so, to me this is just one segment of the approach to the whole concept of drinking green tea.


LIPTON GREEN TEA Lipton green tea and weight loss enjoy the same benefits as most green tea. The hot brewed version of Lipton green tea not only aids with weight loss but it also a zero calorie beverage. Add several cups of Lipton green tea to your diet and you can experience an increase in fat burning, even while at rest. The version of Lipton green tea brewed with loose leaves provides the greatest weight loss aid because it has been less processed than iced or diet teas. By minimally processing Lipton green tea, weight loss benefits can be greater because it has a greater amount of antioxidants and polyphenols that aid weight loss. Your best choice for Lipton green tea for weight loss is 100% natural green tea. This hot brewed tea has no calories, fat, sodium or sugar. What you do get however is 25mg of potassium, which helps regulate blood pressure and stroke while also promoting bone health.


BENEFITS OF LIPTON GREEN TEA ANTI-OXIDANTS Green tea is lauded for its high anti-oxidant content. Anti-oxidants are very good in protecting cells of the body from oxidative damage. Unflavoured Lipton green tea has 190 mg of antioxidants for every tea bag, according to Lipton. The antioxidant content of Lipton green tea is relatively higher than other Lipton black tea products. Compared with other commercial brands, Lipton green tea also rates higher when it comes to antioxidant content. DISEASE PREVENTION Green tea is considered an excellent health drink for its properties that help prevent diseases. The Chinese have long ago recognized the health benefits of green tea and they have used this drink for medicinal purposes. Regular intake of green tea reduces chances of heart diseases and attacks. TASTES GOOD FOR A HEALTH DRINK For a health drink, Lipton green tea certainly tastes great. This is a good way of enjoying a healthy drink without compromising the taste. Health drinks need not be bland and uninteresting. Thanks to Lipton green tea, people can now enjoy a good-tasting drink while reaping the benefits that green tea offers.


TARGET AUDIENCE The primary target market is “people who are aging above 45 and are getting health problems like high cholesterol levels, sugar levels etc, due to their age, the target market is between the ages of 45 to 60 This target is tightly defined and analyzed by two general targeting characteristics: DEMOGRAPHICS – The target audiences demographics are: Between the age of 45 and 60 Middle Class male and females with incomes above 45,000.00 PSYCHOGRAPHIC – The psychographic study indicates similarities in the consumers activities, interest, and values. These are the following: Activity: Social Events , Interest: Health, Values: Stay Healthy BEHAVIOGRAPHIC – The target audience is most likely to spend a couple rupee more on a product that will help them maintain a good health.


SCRIBBLES OF ILLUSTRATIONS


SCRIBBLES OF ILLUSTRATIONS


FINAL CONCEPT

“LIVE HEALTHY, STAY YOUNG� This concept basically is targeted to people who are not only health conscious but also very conscious about their age, as green tea helps you not only loose weight and keep one fit it also tends to bring glowing skin reducing wrinkles, lower the cholesterol levels, reduces the chances of heart diseases and other aging factors. So with Lipton green tea one not only will live healthy but also stay young and fit. For the purpose of showing this concept I would be designing 2 Ad campaigns with different approaches and 3 posters The tone of communication will be mature and serious.


APPROACH

APPROACH

PROFESSION APPROACH

BIOLOGICAL APPROACH

HEALTHY APPROACH

Taking three professions where professionals work for long hours keeping them in mind this approach is to show that how after working for long hours in a day just a cup of Lipton Green tea keeps one calm and relaxes the body.

It is so well said that “It’s better to prevent than to cure”. This very approach focuses on the health cause that a person gives to his/her heart, lungs and brain three most important organs and how Lipton green tea keeps these organs healthy and fit.

This approach focuses on the fact that if one can eat healthy things like a bowl of salad or fruits everyday in the diet why can’t they drink healthy like the Lipton Green tea.


FINAL LAYOUTS


PROFESSION APPROACH


PROFESSION APPROACH


PROFESSION APPROACH


BIOLOGICAL APPROACH


BIOLOGICAL APPROACH


BIOLOGICAL APPROACH


HEALTHY APPROACH


HEALTHY APPROACH


HEALTHY APPROACH


THANK YOU


RESEARCH