Dentsu Inc. Japan has created a connection between the Lipton Milk Tea brand and customers by turning real complaints into animated content.
Lipton Milk Tea has been a beloved beverage symbolizing youth in Japan for nearly 40 years. However, due to a decline in sales, the recipe was changed in 2022. This led to a flood of 667 complaints within six months, the highest number of complaints in the history of the company.
When faced with an unprecedented number of complaints, how should Lipton respond?
“PLEASE PUT MILK TEA IN MY COFFIN”
We discovered customer complaints about the recipe change such as “I've lost the will to live” or “Please put milk tea in my coffin when I die” resembled confessions of love. It indicated how passionate customers were about returning the former recipe.
In order to give meaning to ‘restoring the original flavour,’ we gathered the complaints as opportunities for customers to ‘visualize the passion,’ for the brand.
This also gave the company the opportunity to convey how it ‘recognized love’ through the complaints and that it respectfully was returning to its former flavour.
Our idea focused on announcing the revival of the original taste by recreating the launch of a romantic anime film - a relationship between customers and Lipton Milk Tea.
The character names, dialogue, background art, and theme song were all composed entirely of complaints.
To do this, the team contacted each customer individually who sent complaints to the company and obtained permissions one by one.
To promote the anime’s release, fan preview screenings were held, and out-of-home advertisements composed solely of complaints were displayed.
667 LOVE LETTERS
BRAND
LIPTON MILK TEA
CREATIVE AGENCY
DENTSU INC. JAPAN
READ MORE ON DENTSU CREATIVE GLOBAL WEBSITE.
www.dentsucreative.com/cases/667-love-letters
电通创意