PRESS Release
CELEBRATING 50 YEARS OF LIPTON X FEATURING ARTIST ALIA LENS
2023
In celebration of their 50th year anniversary, Lipton sought our creative expertise to conceptualize, design and develop a PR kit that spotlighted the brand’s rich heritage and journey across communities within UAE’s ecosystem. The objective was to create a kit that featured their vintage tea-pack design while making the region and the kit receiver the hero of their narrative. We knew that a concept as ambitious as this demanded more than a simple curation – and our ambition was to spark stories, ignite conversations, and celebrate cultural chronicles. So, what did the Creative Collective propose?
OBJECTIVE
- Outline a strong press promotion strategy aimed at spotlighting Lipton’s vintage tea-pack design, celebrating its legacy & cultural significance
- Create a press kit that transports audiences on a nostalgic journey, evoking the warm emotion of bonding over tea
- Secure significant coverage across traditional & new-age media channels to maximize visibility
OUR WINS
We began by securing a creative collaboration with the incredibly talented, Alia Lens. Fusing our vision and her artistic flair, together, we created a custom series of artworks that perfectly echoed nostalgic journeys of the region and its people with Lipton at the heart of it. While the vintage tea-pack was a key element of the kit, the headliners of the artwork were the stories painted on postcards; intertwining tales of the old and new UAE, evoking memories over a cup of karak—an integral part of the region’s cultural fabric.
Our biggest wins? A flood of brand love, a whole lot of conversations surrounding their karak moments, and Lipton’s 50th year becoming a region-wide celebration!
