the CHALLENGE
Unilever was determined to make Lyons great again. As big believers in Brand Purpose, they believed LYONS purpose should centre on facilitating Talk and Communication. The question was how.
THE SOLUTION
From whiskeys to biscuits, lots of brands have shown talk as an almost incidental effect of their product. We wanted to push it to extremes and claim ownership of talk, period. The solution? A Hollywood style 'What If' idea. What if...we created a world where Lyons actually put talk into tea during production. We went to extremes in execution too, creating a whole brand world from scratch.
THE RESULTS
The multi-awarded campaign shot became an Irish institution, quoted by Michael O'Leary to berate ministers, by tv sports commentators taunting rival teams to 'put on more Russians' or in 1,000 pubs . It became a case study within Unilever Global of what a Big Idea is, and was remade for Unilever tea brands all over the world, from South America to Australia, as you can see below.
The original Lyons film
The films remade for Te Club South America