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#YouMeTeaNow – Lipton Sampling Activation

Sodium Brand Solutions partnered with Lipton to execute the #YouMeTeaNow Sampling Activation, a nationwide consumer engagement campaign designed to introduce the new Lipton Extra Strong variant to both existing and lapsed users. Through large-scale product sampling, sales activation, and experiential engagement, the campaign encouraged consumers to rediscover Lipton’s rich taste and intense aroma while driving product trial and purchase.

Challenge

Lipton sought to reintroduce its new Extra Strong variant by encouraging consumers to experience its richer taste and aroma firsthand. The campaign needed to increase trial among current and lapsed users while strengthening top-of-mind awareness and driving immediate product sales across multiple regions in Nigeria.

Strategy

Sodium Brand Solutions developed a culturally relevant sampling campaign that reimagined how Lipton tea could be enjoyed. Moving beyond traditional serving methods, we introduced consumers to unique tea recipes infused with natural spices and herbs, creating fresh tasting experiences that resonated with local preferences. The activation focused on high-footfall community locations across the South West, North Central, and North West, ensuring broad consumer reach and meaningful engagement.

Execution

Nationwide Consumer Sampling

We executed a three-week experiential sampling campaign across strategic community locations, providing thousands of consumers with the opportunity to experience the new Lipton Extra Strong variant firsthand.

Community Engagement

The activation leveraged 27 carefully selected mosque locations across eight states, allowing the brand to engage consumers in trusted, high-traffic environments while encouraging product trial and brand conversations.

Product Education & Trial

Brand ambassadors introduced consumers to innovative ways of preparing Lipton tea using natural spices and herbs, showcasing the versatility, rich flavour, and intense aroma of the new Extra Strong variant.

Sales Activation

Alongside product sampling, the campaign incorporated direct sales initiatives that converted product trial into immediate purchase, contributing to measurable commercial success throughout the activation period.

Impact & Results

The #YouMeTeaNow Sampling Activation successfully combined consumer education, product trial, and retail conversion to deliver strong brand visibility and measurable sales performance across multiple regions in Nigeria.
  • Successfully executed a 3-week nationwide activation.
  • Activated 27 strategic mosque locations across Lagos, Oyo, Kano, Sokoto, Kogi, Jos, Abuja, and Gombe.
  • Achieved the full sampling target of 30,375 consumers.
  • Reached over 200,000 consumers through on-ground engagement and brand visibility.
  • Generated 25,300 units in product sales during the campaign.
  • Delivered the activation with a project value of ₦31.7 million.
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Key Takeaways

1

Product Trial Drives Consumer Confidence

Allowing consumers to experience the product firsthand increased confidence in the new Lipton Extra Strong variant and encouraged repeat purchase.

2

Cultural Relevance Strengthens Engagement

Activating within trusted community spaces and introducing locally inspired tea recipes created authentic consumer connections and improved brand recall.

3

Sampling Converts Into Sales

Combining experiential product sampling with direct sales initiatives successfully transformed awareness into measurable commercial results while strengthening Lipton’s market presence.

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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