Lipton | Milk Tea Hug Campaign | Hong Kong

This Unilever tea brand has continued to connect with consumers on a more intimate level since the beginning of this year. Every sip of the drink is meant to ‘feels like a hug’.

The Lipton team explains that Hong Kong people are tough and independent. People race against time and pursue their careers, leaving little opportunity for enjoyment. However, the team says: “Even though they love their independence, they still like to feel they are being taken care of sometimes.”

The Lipton Milk Tea 'Hug' campaign is digital-focused with the support of both above and below-the-line promotions. The project is separated into three components: experiential videos, online gaming and quirky guidelines to give a proper hug in different situations. People can learn to vocalise their need for a hug in the event of three emotions - being sad, frightened or excited. In the teaser TVC, a nurse despairs after failing to get a spot at the concert of her favourite singer. People can see what happens next at the Lipton website.

Lipton has partnered with popular local actors Cho Lam Wong and Bosco Wong, who are known for their comic talents. Players who achieve the highest score in the interactive game will get a chance to hug Cho Lam and Bosco.

The site also has a presence on Facebook and YouTube. An iPhone game has additionally been developed to engage users on the go. The campaign will run until 13 May.

The campaign idea of 'hugging' is seperately developed by DDB Hong Kong.






Credits:
Project Lipton Milk Tea Hug Campaign
Client Unilever Hong Kong Limited
Creative agency Razorfish
Creative directors Endy Fung, Jerry Chu
Art director Menu Tsai
Copywriter Ray Chan
Agency producers Grace Ho, Janet Lee, Kitty Kok
Media agencies Mindshare Digital (online), PHD (offline)
Exposure Television, print, outdoor, mobile, in-store, events