03.10.2011WELCOME TO A TOUR AROUND A LIPTON FACTORY
Nectarin and The Family introduce a new virtual tour around Saint-Petersburg Lipton Factory.
It is common knowledge that in Russia there exists a preconception that bagged tea cannot be of a high quality. The Unilever company challenged these stereotypes in its effort to prove that Lipton tea in pyramids is a natural, healthy and tasty product.
The communication strategy was based on ‘Quality and Naturality’ platform. The communication challenge was to emphasize that quality is the inspiring driving force for Lipton company. The strategy development and the advertising campaign launching were performed by Nectarin, while The Family agency did the production.
The creative team of the two agencies arranged and carried out filming at Saint-Petersburg Lipton factory to capture the production of Lipton flat two-chamber teabags and tea pyramids. The footage received from six cameras served the basis for a large virtual tour which was made available at the launched www.liptontea.ru website.
“An idea came to us to immerse people in Lipton tea production atmosphere. The core of communication was the website which contains apart from the virtual tour the ‘Tea Encyclopedia’, tests, the brand’s history from its origin till nowadays and a social media application” – explains the Nectarin Managing Partner Denis Shapkarin.