Brewing new connections
How Lipton Teas and Infusions use connected packaging to modernise consumer engagement
Challenge
Lipton Teas and Infusions needed to revitalise engagement in a highly competitive beverage category while preparing for future regulatory requirements and building a stronger digital relationship with consumers worldwide.
Approach
CEC partnered with Lipton Teas and Infusions to introduce a scalable Connected Pack framework across priority markets. Clear CTAs, seasonal storytelling and wellness-led content encouraged discovery, while Mi-View360™ ensured consistent QR deployment, governance and real-time insight reporting. Experiences were localised to reflect cultural rituals around tea, enhancing relevance and encouraging repeat interaction.
Business impact
Stronger engagement
High scan rates driven by culturally resonant content and simple journeys.
Deeper consumer understanding
Meaningful 1PD and behavioural insight captured across markets.
Future-ready packaging
Compliance, accessibility and AI-enabled opportunities built into the digital foundation.
