Lipton's Summer Stories Hope to Inspire Spontaneity and Adventure
Laura McQuarrie — June 4, 2015 — Art & Design
References: liptonicetea
In partnership with the global filmmaking community MOFILMS, Lipton Ice Tea created a series of Summer Stories that aim to reiterate the importance of engaging the world around us and embracing a sense of adventure.
Through research, Lipton Iced Tea found that many people are open to new experiences, but at the same time, an equal amount also forgets to "make the most of the moment." In an attempt to counter this, Lipton Ice Tea launched four inspiring films by the names of Comet, Walkabout, A Little Self Help, and Wanderlust to inspire people to break free from their daily routines—a philosophy that's in line with the brand's message to "be more tea."
Whether it's with a cup of tea or an uplifting short, consumers appreciate the stimulation to motivate change.
Through research, Lipton Iced Tea found that many people are open to new experiences, but at the same time, an equal amount also forgets to "make the most of the moment." In an attempt to counter this, Lipton Ice Tea launched four inspiring films by the names of Comet, Walkabout, A Little Self Help, and Wanderlust to inspire people to break free from their daily routines—a philosophy that's in line with the brand's message to "be more tea."
Whether it's with a cup of tea or an uplifting short, consumers appreciate the stimulation to motivate change.
Trend Themes
1. Adventure-driven Marketing - Creating marketing content that inspires consumers to break free from their daily routines and embrace adventure presents a disruptive innovation opportunity for companies looking to stand out in a crowded market.
2. Emotional Storytelling - Telling emotionally engaging stories that inspire consumers to take action presents a disruptive innovation opportunity for companies seeking to build brand loyalty and a deeper connection with their audience.
3. Collaborative Marketing - Partnering with filmmakers and other creative professionals to craft inspiring marketing content presents a disruptive innovation opportunity for companies looking to produce high-quality, engaging content on a budget.
Industry Implications
1. Beverage Industry - Using emotional marketing content that inspires consumers to embrace adventure and make the most of the moment presents a disruptive innovation opportunity for beverage companies seeking to differentiate themselves in a crowded market.
2. Entertainment Industry - Partnering with brands to produce emotionally engaging marketing content presents a disruptive innovation opportunity for filmmakers and other creative professionals looking to expand their portfolio and reach a wider audience.
3. Travel Industry - Using adventure-driven marketing content to promote travel destinations and experiences presents a disruptive innovation opportunity for travel companies looking to inspire consumers to be more spontaneous and embrace new experiences.
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