01 — Problem

Younger consumers view tea as outdated or “something my parents drink” — it's losing relevance in the Gen Z world dominated by boba, energy drinks, and wellness trends.

02 — Strategic Insight

Gen Z craves mindfulness but doesn’t want it to feel boring or “preachy.” Tea can be reframed as a ritual of self-expression and mental clarity.

03 — Campaign Idea:

“Steep Your State of Mind”

• Concept: Match your mood with a Lipton blend — tea becomes a personality accessory.

• Visual Direction: Color-coded tea packs linked to “mental moods” — Calm (chamomile), Focus (green tea), Playful (peach iced), Bold (black tea).

• Channels:

  • TikTok “Mood Mixology” videos

  • Digital billboards synced to weather and time of day (rain = “Cozy Mood? Steep it”)

  • AR Instagram filters: “Which tea are you today?”

• Mockups: Modern packaging redesign + campaign key visuals