1. TOPIC:
 Is it
possible to
make a
brand
steeped in
history hot
to a new
generation
of tea
drinkers?

2. ISSUE:
 Lipton Tea realized its
unpopularity among the young
lot, which was certainly a draw
back on their part in terms of
earning a good profit. Had they
been successful in targeting
this particular audience they
could bring in an even better
profit. Thus to confront this
situation Lipton tea decided to
heir a PR organization, named
Ogilvy PR.

3. SLOGAN:
 Lipton Tea asks young
consumers to
RETHINK THE
DRINK.

4. OBJECTIVE:
 The main objective of the company for hiring a PR
organization, Ogilvy, was to attract the young public
somehow and make them their customers. Because
targeting this audience would have meant a larger
profit margin. And for this purpose they decided to
transform the brand into the brand of the pop culture.

5. PUBLIC RELATIONS
CAMPAIGN:
 Two part campaign:
Lipton Pyramid Tea Party
Healthy Beverage Guidelines

6. LIPTON PYRAMID TEA
PARTY:
 They organized the Lipton Pyramid Tea Party,
an attractive, elegant event. This event was hosted
by Golden Globe nominated actress and singer,
Emmy Rossum.
 Invitations were extended to celebrities, fashion
influencers, Gen Art members and target media.
 The Lipton Pyramid Tea Party was attended by
over 500 celebrities such as Tori Spelling, Miss
Universe, Miss Teen USA and supermodel Karolina
Kurkova.

7. HEALTHY BEVERAGE
GUIDELINE:
 They hired Dr. Barry Popkin and a panel of experts. The
campaign was named Healthy Beverage Guidelines.
 The objective of the campaign was change the attitude of
the public regarding the usage of beverages in their daily
lives.
 The PROs had found out earlier that the daily caloric intake
of Americans was 25% by the liquids which should have
been 10%. And they made their point by telling people that
Lipton alone could do that.

8. COPING STRATEGIES:
 PATRONAGE:
Lipton Pyramid Tea Party.
 PERSUASION:
Healthy Beverage Guidelines.

10. THE TOOLS USED:
 Media outreach
 Paid advertisement
 The development of a micro site
 Direct mail aimed at registered dieticians
 A parallel campaign targeted the Hispanic community, with
Spanish-language media.
 An exclusive story with The New York Times was secured
and then extended to additional media targets following the
event through creative deliveries, premium press kits and
desk side visits.
 Lipton also partnered with the nonprofit organization, Youth
Aids, in order to secure media, celebrities and public
interest.

11. THE MODEL OF PUBLIC
RELATIONS USED:
SOURCE
COMMUNICATION WITH PERSUASIVE
AIM
FEED BACK FROM OR FEEDFORWARD
ABOUT THE RECEIVER
RECEIVE
R

12. CONSEQUENCES OF THE
TWO-PART CAMPAIGN:
 The Healthy Beverage Guidelines was a pioneering
initiative that generated 50 million+ media
impressions, including coverage in CBS Early
Show, USA Today, U.S. News & World Report,
Washington Post, Allure, Health, The New York
Times and Consumer Reports.
 The Lipton Pyramid Tea Party was attended by
over 500 of the Big Apple’s glitterati including
celebrities such as Emmy Rossum, Tori Spelling,
Miss Universe, Miss Teen USA and supermodel
Karolina Kurkova.

13. Restoration of Chinese
women volleyball team by

14. Issue
• After 1984 the Chinese women
volley ball team’s has suffered
due to the poor performance of
the players
• This game was primarily started
associating with the older
people

15. Campaign
The PR campaign was started by
the OGLIVY hired by the
Addidas after 2008 Beijing
Olympics

16. Campaign was started
according to the four
stages of planning
• Research and analysis
Ogilvy PR first done research by reviewing the qualitative
findings of all china strategic research and than
analyzed the main problem
• Planning and budgeting
After the careful analysis they found out the following
things to work upon

17. • Create star power for the team.
• Showcase the power of the game to boost
its coolness factor.
• They make sure the involvement of youth
in it
The Ogilvy PR practitioners and Adidas
have invested 10 percent of their budget in
this campaign.

18. • Carried out approved plan
Mainly focused the Chinese high school students
and the growing rate of young people who use internet
on the daily basis
Media tools
They created a boosting profile of Chinese Women’s
Volleyball Team (CWVT).

19. • They created the Chinese
Olympic team blog. They
debuted their photos on the
blog giving them professional
makeover and captured in
glamoured shots. This blog
allowed two way
communications between
the fans and players

20. • Six films were shown depicting power of game and to
show the games speed and power they used various
creative stunts

21. Volleyball chant competitions were arranged to involve
youth
Two participants of the wining team are showing symbols
for chant on their bodies

22. Monitoring and Evaluation
• The Shanghai Times noted that fans were
impressed with the team’s "never-before-seen
sexiness." CWVT members were even featured in
youth lifestyle magazines, such as Easy and Touch.
• The blog attracted nearly 161,000 unique visits in
the first three months, while the chant competition
site logged nearly 400,000 unique visits in the same
time period
• More than 5.5 million visitors clicked through and
viewed the viral films within the first three months
of release

23. 73 percent of viewers said the films were "innovative" and
stimulating, while 78 percent of viewers forwarded them to
friends
How they attracted the
youth
• Patronage
• Persuasion
1. Presenting
2. Attending
3. Comprehending
4. Acting

24. PR model in which
the campaign lie
SOURCE RECEIVE
R
BALANCED
COMMUNICATION
FLOW

25. This PR campaign lies in Two way
symmetric model
In this process the PR practitioners negotiate their target
audience i.e. youth, through effective communication. To
bring fans closer to the players they created the first-ever
Chinese Olympic team blog.
They also made the fans and youngsters to practically
work for their stars and game