HINDUSTAN UNILEVER-CNBC-LIME 6-WILDCARD FINALISTS

8/10/2019 HINDUSTAN UNILEVER-CNBC-LIME 6-WILDCARD FINALISTS

1/9

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2/9

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(#/4.5'-$ /.!.#/)0

Beverage Consumption is acomplement to activities

No Conscious Purchase Evaluation

(KYA PEENA HAI?)Low Involvement Purchase

Importance of TOMLack of Recognitionof LIT

(memorability,

delayed recall of features & brandattitude)

+,/)0#!. 67,/-.3

NEED RECOGNITION

AVAILABILITY

FUNCTIONAL BENEFITS

(fizz, caffeine, energy, health, refreshment)

PURCHASE

HABIT SITUATION(emotional connect,favored brands)

(weather, activity)

,!./ +./!7--#

Student or young working professionalWilling to try new experiencesHas tried Ice Tea

No connectto Ice TeaChoice based on situation&

perceptionWants to be perceived asindependent& purposeful

Develops loyaltytowards brands thatfeed this part of his ego


3/9

CATEGORY

INSIGHT

Consumers do not make a conscious purchase decision untilthey reach the point of sale. Leading to the eternalconversation revolving around KYA PEENA HAI?

PRODUCT

INSIGHT

There are no Triggers for the consumption of Ice Tea - Usage,Situational or Event Triggers

CONSUMER

INSIGHT

Consumption of beverages is based upon Triggers - Social orSituational - An untapped situation is the consumption ofbeverages during breaks and work

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Ice tea is not an ally to any endeavor (no usage, situation or event triggers) It ismerely one of many thirst quenchers


4/9

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8#2,. +/7+7!'5'7-

9,-)5'7-#2 :.-.9'5 Healthy, Tasty REFRESHINGnon-cluttered space in which Iced Tea ranksfirst for benefit association

.(75'7-#2 :.-.9'5 INTELLECTUAL STIMULATOR, ENABLER OF IDEASYoung Experiencers are full of ideas, constantly is search ofinspiration with a desire to stand above crowd

LIPTON ICE TEA BECOMES THEIR CATALYST

50. !0'95

Experiencing new things means facing new challenges everyday. To overcome thesechallenges people take breaks to refresh their minds. Because Lipton Iced Tea refreshes, it

becomes a part of the intellectual process.

Sometimes it is important to step back from the problem to be able to solve it. The best ideas hityou while you are in the shower, driving to work, sitting under a tree or just taking a breaksipping your ice tea. Take that break, get refreshed, and before you know it that apple is going

to drop down and hit you with the solution or next great invention.


5/9

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To establish recall between LIT and intellectualstimulation draped around its refreshing properties

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6/9

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People like venting their frustrations, everydayproblems and larger societal issues, we givethem an opportunity to do so through sharing

with the platform #stuck.

7:6.)5'8.

To Launch the new LIT proposition & Itshigher order benefitTo create critical mass on LIT Social

Media

)#(+#'$-

!Invite people to Shout Out their Problems!Give basic solutions to everydayproblems by highlighting the importance

of thinking out of the box!Give free LIT merchandise

(.;'#!Social Media!Facebook!

Twitter

!

Blogs!Instagram

!On Ground Activation!Malls!

Central Public Places

!

(Metro, Parks etc)!SOLOMO with Maps (Traffic Jams)

(.;'#!Danglers, Posters and other

creative collaterals!(All collateral have social

media listing leading them to abranded video, explaining the

proposition | An animatedstory)

!Dispensing Machines & Kiosks

at college canteens & offices,

)#(+#'$-

! Leveraging kya peena hai? using thecampaign #getunstuck as a part of the

master campaign #stuck.

7:6.)5'8.

Creating buzz and curiosity at POSabout LIT and its new proposition.


7/9!"#$ & !'()* +,-.

7-$7'-$ )#(+#'$-

7:6.)5'8.

The Goal would be to convert the following of the brand intofanfare (A LIT Community) through

CONTENT MARKETING

)#(+#'$-

Content focusing on Talent& InnovationReviews of Innovation & Creativity

(.;'#

:?=BE

!=ORD? (@ARD W.XP +?DO@N@


8/9!"#$ & !'()* +,-.

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In the coming years, we hope to see the youth of the nation making path breaking discoveries,pioneering important research, solving major social issues, changing the world each with an LIT in

their hand.

Lets give the youth a drink they deserve, one that strengthens their belief that there is indeed ahigher order purpose that we all aspire to. Lets give them the catalyst that will help achieve this

aspiration. Lets #getunstuck.


9/9

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Documents

HINDUSTAN UNILEVER-CNBC-LIME 6-WILDCARD FINALISTS