Lipton wanted to drive stock-up behavior during the critical winter period. The urgency surrounding snowstorms provided a perfect shopping trigger, so CRN tracked the weather in key markets and got stations to air Lipton messaging just before significant snowfalls were expected.

  • Weather-triggered “storm alert” spots
  • Weather and snow-closing report sponsorships
  • Branded “Escape the Chill” sweepstakes
  • 30/30 advertising in exchange for “Storm Center” displays at retail

 

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RESULTS
22% increase in Lipton Soup sales during the campaign