Lipton / Egypt / 2023Film
Ditch the Glitch.
Lipton's Ramadan 2023 film in Egypt showed a family 'glitching' after a heavy iftar, stuttering the brand name in a jingle until a cup of tea set them right.
- Brand
- Lipton
- Agency
- DDB Egypt
- Market
- Egypt
- Region
- MENA
- Year
- 2023
The challenge
High inflation was pushing Egyptian shoppers to cheaper teas, and Lipton costs 25 to 30% more than rivals. The brand needed to own the tea moments between iftar and suhoor.
The idea
DDB Egypt built on the Egyptian phrase 'علق على الشاي' (put the tea on), whose verb also means to lag or freeze. After iftar, the father asks for tea and gets stuck on 'Lip... Lip...'; the family and visiting relatives start lagging too and sing a jingle made only of the brand name through a night of mishaps until they get their cup.
Results
- Reach of 22.3 million on Facebook and 20.2 million on YouTube, according to the Dubai Lynx 2024 entry
- 43 million views on video-on-demand platforms, according to the same entry
Case study source: Campaign Middle East Source ↗
