As Saudi Arabia was undergoing waves of change in perspective and mindsets, Lipton Ice Tea wished to champion the change by becoming a healthier, yet tasty beverage alternative.
We needed a platform that allowed the Saudi audience space to accept and embrace the change, but also encouraged them to steer it in the way that was best for their own selves.
Hence, was born, 'Change to the Better'.
A naturally evolving platform that
stayed true to the brand's promise.
1. Change to the Better
Launched in 2019, this platform helped embrace the sociological changes that young, KSA consumers we undergoing.
2. Lipton Zero Sugar
Then the brand, took it a step further to make the beverage even healthier - with Zero Sugar.
2. Zero fear of Change
To fight the prevalent misconception that Zero Sugar = Zero Taste, Lipton launched the 'Zero fear of Change' - a natural derivative of 'Change to the Better'.
From... Change to the Better
To... Zero Fear of Change
2 Golds
MENA Digital Awards 2023
Lipton Ice Tea's Change to the Better campaign was awarded 1 Gold in Best use of Social Media and 1 Gold in Best use of Digital (FMCG) at the MENA Digital Awards 2023