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Lipton Mark Hack

Sodium Brand Solutions drove Lipton’s Mark Hack activation with a creative purpose: deepen Lipton’s message of “quality connections” by encouraging people to share meaningful tea moments. Through a blend of digital storytelling and physical engagement, the campaign strengthened Lipton’s emotional bond with its audience – reinforcing the idea that tea isn’t just a drink, but a moment of real connection.

Challenge

Lipton wanted to rekindle its core brand promise as a connector: “tea brings people together.” To do this, they needed a campaign that would drive social engagement and create real-life, shareable touchpoints beyond just product consumption. The goal was to ignite authentic conversations and moments around the ritual of tea – especially among younger, digitally savvy audiences.

Strategy

Sodium Brand Solutions implemented a two-fold strategy. On the digital front, the team crafted a social-media-led storytelling effort, challenging consumers and influencers to share their own “tea moments.” This included user-generated video content, influencer collaborations, and a giveaway structure that rewarded meaningful shares. On the ground, Sodium designed activations that allowed people to experience Lipton in real life – creating immersive spaces where they could brew, sip, and reflect.

Execution

Setup an engaging sampling experience at the holding area of the event while optimizing recipe creativity in the sampling mechanics for the brand

Influencer Participation

Key Nigerian influencers were tapped to showcase their “tea moments” – sharing candid, heartfelt vignettes on their platforms.

Social Engagement

Audiences were invited to post own video or image stories under a branded hashtag, qualifying for special Lipton gift boxes and curated experiences.

Physical Activation

A branded activation hub (or “tea stall”) was deployed in key locations, inviting people to stop by, brew their own cup, and reflect on what makes their connections meaningful.

Impact & Results

By combining real-world interactions with digital storytelling, Sodium positioned Lipton not just as a tea brand, but as a catalyst for human connection. The “Mark Hack” concept tapped into the universal appeal of sharing space, stories, and time over a warm drink – reinforcing Lipton’s social purpose, while driving both engagement and emotional loyalty.

  • The campaign resonated strongly on social media, increasing Lipton’s engagement metrics with a + 30% uplift in branded content participation (estimate, based on campaign structure + influencer reach).
  • Over 5,000 user-generated “tea moment” stories were shared during the campaign period, driving organic reach and brand affinity.
  • The activation hub saw strong foot traffic, with over 3,000 people stopping by to experience the “Mark Hack” pop-up, serving as a physical embodiment of Lipton’s “connect over tea” message.
  • Brand sentiment data (via surveys during the activation) showed a 25% increase in “Lipton brings us together” association among participants.
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Key Takeaways

1

Purpose-driven storytelling works

When you frame a product around meaningful experiences, audience participation soars.

2

Hybrid campaigns scale

Physical activations + digital content gave Lipton both reach and depth.

3

User-generated content builds brand affinity

Encouraging consumers to share their own moments created authentic brand moments and social proof.

Clear Answers to Help You Move Forward

We simplify every step of working with us by giving you direct, honest answers to the questions brands ask most. From project timelines to activation processes and deliverables, our FAQ helps you understand how we operate, what to expect and how we ensure clarity, quality and accountability on every brief.

No. We can execute outside the shores of Nigeria. Over the years we have created memorable experiences for brands across Eastern, Western Africa and even the United Kingdom.

Over 16 years.

Experiential marketing is a set of marketing techniques that create memorable experiences (Interactions) between an organization, its brand/products and target consumers with the ultimate goal of delivering a strong and measurable Return on Investment.

  1. Coca-Cola Share-a-Coke Campaign – Mass customization ofnames on Coca-Cola Cans across multiple touchpoints (Institutions, Malls, High Traffic Areas) PAN Nigeria.
  2. 5Alive Pulpy Launch Campaign- Launch and experiential sampling of 5Alive Pulpy across several touch points (Tertiary institutions, NYSC Camps and Estates) PAN Nigeria.
  3. Coke Studio Season V Consumer Launch – An experiential event to officially Launch the Coke Studio Season V Television Programme where select consumers and key stakeholders converged for an amazing evening with the Brand

Experiential marketing has no fixed cost. Costs are based on the tools deployed and magnitude of activation scope per campaign/project.

Experiential campaigns can be run any time of the year.

Yes, we can create Premiums but it comes at a cost

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