CHALLENGE: Repackaging a winner.

Like the products of most companies that have been making tea forever, Luzianne’s tea has always come in a bag and required brewing. That’s how customers were used to finding it in the store, and that’s how they were used to drinking it. When Luzianne introduced its ready-to-drink, Authentic Southern Iced Tea in a bottle, they knew consumers would love it – with its special blend of tea leaves, fresh spring water and pure cane sugar – if they could just get them to try it.

STRATEGY: Bringing refreshment to everyone’s front porch.

We know, and consumer research confirmed, that when it gets hot, Southerners head outside to relax on the front porch. Whether you’re sitting on the steps or in a hammock, swing or chair, nothing beats the refreshment of a cool breeze on a summer day. We developed a campaign around the idea of a metaphorical front porch, selling the idea that Luzianne bottled iced tea is so refreshing that when you drink it, you feel like you’re relaxing on your front porch, no matter where you are. The campaign included TV, out-of-home and radio. Additionally, we created the microsite FindYourFrontPorch.com to communicate the product’s attributes, tell users where they could buy the tea and encourage purchase by offering a coupon. During Mardi Gras, a sampling team hit the streets to help people “find their front porch” along the parade routes.

RESULTS: Sweet taste of success.

It turns out that consumers were excited to find their front porch in a bottle. They printed coupons from the microsite twice as fast as anticipated, leading Luzianne to deliver 40,000 coupons, rather than the planned 20,000. The coupons were redeemed at an impressive 1.9%, and Luzianne was able to introduce the product in additional markets and increase the number of retailers.