Lipton sales were suffering at Winn-Dixie, a regional grocer in the Southeast. The category had seen an influx of soda, energy drinks, and water, and Lipton’s ready-to-drink sweet tea wasn’t breaking through. Our research and data brought Winn-Dixie and Lipton stakeholders together to innovate around our consumer insight of “return to teaness.” In 100 days, a co-created category reinvention rolled out across the total retail landscape.

• Uncovered why Lipton was experiencing a sales slump using insights and data from
  multiple stakeholders.
• Aligned a multifunctional client and retailer team on a strategy and approach.
• Facilitated Co-Lab workshopa among key brand and retail stakeholders to co-innovate category solutions, comms and structures.
• Mapped logistical solutions beneath an insights-driven, tea-centered campaign: Return to Southern Hospitality.

Results

Externally, this innovated, reimagined category solution hit market in an unprecedented 100 days, stimulating long-term sales growth. Internally, we connected with stakeholders differently, establishing a relationship that continued to deliver dividends for Lipton.