‘She’s one in a Gillian’: Superfan-led campaign brings back Lipton beloved brew via Think HQ

A passionate plea from tea loving fans has motivated Lipton Teas and Infusions to relaunch its creamy spiced Chai Latte blend, filling hearts and glasses across the country. One of those superfans has become the face of the relaunch campaign created by Think HQ to herald the return of Lipton’s Chai Latte to supermarket shelves.

 

Campaign creative includes three humorous films, and introduces real life local legend Gillian Allen as the heroine who saved the day with her social media campaign to bring back the brew. As well as the campaign films, Gillian features in  promotional materials produced by Think HQ rolling out across digital, social, earned media and in-store, telling the story of how one woman’s love for a cup of Lipton Chai Latte inspired a passionate groundswell of fandom.

After seeing over 500 people sign a petition and fans flooding Lipton’s channels calling for Chai Latte’s return, Gillian was inspired. She started her own online campaign on Facebook, rallying a community to make their wishes clear,  and becoming a leading figure in a grassroots movement to bring back the bevvy. Lipton Teas and Infusions noticed, and responded.

“We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act,” says Sarah Shen, Marketing Manager at Lipton Teas and Infusions.

“This relaunch of our two Chai Latte blends – Classic and Spiced – reflects our commitment to crafting products of excellent quality and are testament to the rich flavours that keep bringing customers back.”

By making Gillian the face of the relaunch campaign, Lipton is celebrating the power of everyday voices to influence real change. Think HQ’s strategy and creative focused on harnessing the energy of the loyal fans and turning their passion into a relaunch moment, while the search for the ideal ambassador led straight to Gillian.

Says Think HQ Creative Director, Wellison D’Assuncao: “The campaign tells consumers the story of how their favourite brew found its way back on shelves. But the bigger story here for brands and marketers is the one about the importance of understanding your audience and the power they have. Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it.”

Says Gillian: “Never in a million years did I think a Facebook group  would actually bring it back. I just missed it so much – it was part of my daily routine and something that brought me comfort. To know so many others felt the same and that Lipton not only listened, but even made me the face of it, is amazing.”

Whether you’re a long-time fan, or new to Lipton Chai Latte, the message is clear: your voice matters – and sometimes, it can even bring back your favourite drink.

Client – Lipton Teas and Infusions
Robby Lowrey – Country Head Lipton Teas and Infusions
Sarah Shen – Marketing Manager Lipton Teas and Infusions

Agency – Think HQ
Jen Sharpe – Founder and Managing Director
Lorraine Jokovic – General Manager Sydney
Wellison D’Assuncao – Creative Director
Caitlin Clarke – Head of Creative Services and Production
Callum Yeo – Senior Integrated Producer
Laura Finegan – Events Specialist
Ben Ryan – Copywriter
Donna Kalish – Art Director
Phoebe Lim – Junior Designer
Waqas Tahir – Head of Strategy
Tina Paul – Account Director
Iria Bello – Account Executive
Blake Mason – Group Account Director PR
Evie McCullough – Senior Account Manager PR
Tom Hines – Account Director PR
Saumya Poojary – Social Media Manager
Swehea Raj – Social Media Executive
DOP Photographer: Milos Mlynarik
Stylist: Emma Cotterill
Hair & Makeup: Chereine Waddell
Lipton Chai Latte Queen: Gillian Allen

 

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