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
22% increase in Lipton Soup sales during the campaign