- Tea bag usage is increasing in Vietnam as it is convenient and there are many products available. - Therefore, tea bags are expected to be the popular drink trend in Vietnam this year. - The documents discuss marketing campaigns to promote tea bag usage among young, first job holders in Vietnam through the distribution of promotional toolkits and hosting social media activations.

4. - In Vietnam, Tea bag is not the only choice especially the Youth.
- However, in recent years, Tea bag is being used increasingly
because it’s convenience and has variety of products.
THEREFORE, Tea bag’s expected to be the drinking trend in Vietnam
this year.

5. LIVE LIFE THE POSITIVE WAY!
BE AWAKE TO WHAT REALLY MATTER

7. 20 – 25 y/o, Who just apply for a first
job, live in city and have an ability
to solve any problem.
They have positive thinking, but by
some ostacles in work and life, they
usually live under pressure and have
stressful moments that need to be
relaxed.

8. Firstjobbers have positive & can-do attitude but
they usually have mental troubles
They wanna take a break far away from their
work space
Because it makes them think clearly and get
back to work more efficiently
To me, taking a break while
having metal troubles with my
first work is a strengthening-
positive-mind step to help me
work and have a better live
To them, taking a break is not an escaping, it’s a
strengthening-positive-mind step help them work
and live their life better

10. Make Lipton Tea Bag their mental friend while they are taking a break out of work or
mental troubles they usually meet & change their drinking behaviour to Tea Bag

13. Raise awareness about the
message and teasing for toolkit
and lipton promotion program
Launching Lipton Toolkit and
engage with TA to create product
experience & promote for Toolkit
It’s OK to take a break Bring back your Positive Mind
KOLs’ clips
PR Online
Promotion & Activation
Social Activities
Fanpage
PR Online & Online Ads
Hot Pages & KOLs
Fanpage & PR Online
Activation CVS, supermarket, mall

14. Typical toolkit for tea bag product
Have Milk & Sugar tray to bring along with
the bottle when go to work
Promotion toolkit go along with Lipton tea bag package
Have tea bag tray holder inside the bottle
and a magical button, when pressing it, the
tray will fall into boiled water

15. Demo design for Lipton Bottle

16. Raise awareness about the
message and teasing for toolkit
and lipton promotion program
Launching Lipton Toolkit and
engage with TA to create product
experience & promote for Toolkit
It’s OK to take a break Bring back your Positive Mind
KOLs’ clips
PR Online
Promotion & Activation
Social Activities
Fanpage
PR Online & Online Ads
Hot Pages & KOLs
Fanpage & PR Online
Activation CVS, supermarket, mall

17. The story of a guy, who is first jobber and is not be able to deal with lots of stressful problems
He gets tired and stressfull
because he has to be
adapted a lot of imformation.
Problem with his job, which
makes him sometimes wanna
disapper from work
Once, boss make him do more
work than ever, he stand up
and go to the kitchen, wishing
he can pause everything for a
while, then he find a strange
bottle in the table.
There is a sticknote with the
words “Just Pause” on it, he
click the strange button on
the cap, suddenly everything
stop, his colleagues, his boss.

18. The story of a guy, who is first jobber and is not be able to deal with lots of stressful problems
He do things he never done
before, tease his boss, ran out
to jump on a pool, dance in
the office with the strange
bottle in his hand.
After drink all the tea bottle,
everything get back to
normal, he’s happy and get
back to work also, but work
more efficient than ever, with
the strange bottle in his table.
He feel weird, open the cap,
it’s Lipton tea bag, he take a
gulp and feeling refreshing
than ever, he jump out of the
kitchen and sing.

19. KOLs make funny clips copy the viral clip idea of Pause button to raise awareness
Someone throw a remote control to her hand,
she press the “Pause” botton and start YOLO
After the weird & funny things she’ve done, she
get back to work positively again
Dong Nhi is woring hard and want to disapper

20. BELOW THE LINE
Launching Toolkit with
promotions & activations
in Supermarket &
Convenience store.

21. Online ads drive users
experiences new ways to
“pause” and take a break
Give away Lipton Full
package include Tea Bag
product & bottle
Register to Big Event
promoting for
Lipton Tea Bag

22. Big Activation – Tea Sliding & Dipping Challenge
Build a big version of
bottle in public with the
construction of an small
water park
Make users experience refreshing moment & try product with the
chance to win an interesting award – Lipton Space membership
Users will climb up to the lit of big bottle
and jump down the water slide built in
the holder tray inside the bottle to fall
into the water pool in the bottom
They will checkin after that exciting
experience and post on social with
feeling status & hastag
#liptonbringbackyourpositive
A winner will be
chosen everyday
among the ones
post validated
status & given
Lipton Space
award

23. Big Activation – Activation Demo
Water slide
Water pool

24. Big Activation – Lipton Space Membership Award
Membership of 3
months free access
to a dream working
space anytime with
pool, tea break
and VR game when
getting stress

25. Key Idea & supporting tactics relationship
TVC
KOLs Teasing Clips
Launching toolkit
Promote & Activation
Pr Online & Online
Ads
Big Activation
Social Activity
Lipton Space
membership award