The anticipation thrill. Tackle the projection of summer activities/ fun and exiting moments, when users start to feel that summer vibe. And the execution direction was „how romanian youngsters are living it, giving them executional cues: places, events, hangouts, songs.
Gen Zs (16-24) and Gen Ys (25-29), the ones who are just starting out in life, adulting or carving their place in the world, reaching out to friends to spend quality time together.
Lipton views its audience as the TRIBE, possibility embracers that are carving out their place in the world. They expect a lot of themselves and their 20s.
Their friends are enormously important to them and are an extension of the person they want to be and project to the world. The 20s period is a time of exciting change with new responsibilities, ambitions and business which often means prioritising other things over friends, but they still help navigate the craziness.
Build equity for new brand identity.
Drive engagement via local creative platform “Feel the summer vibe”, through relevant content & activations fit with the brand.