Coex Conference: March 2015

Lipton Fresh Brewed Iced & Hot Tea were the sponsors of the 2015 Chain Operators Exchange. From the moment guests registered and entered their room to happy hour and beverage breaks they were reminded of the profit potential with Lipton.

Room drop—They key visual of a tipped over water glass turned into a 3d tangible experience. The diecut water mat spoke to the harm water orders does to an operation’s bottom line and the Lipton to-go mug with diecut “tea” and info insert spoke to the profit potential of branding Lipton front-of-house. 

Registration—Next to conference registration was a beverage center full of iced, specialty, and hot tea options accented by testimonial and product counter cards, wobblers on urns identifying tea flavors, cocktail napkins, coasters, and breath mint tins. 

Happy Hour—A branded coaster was handed out with each drink, featuring the name of the cocktail on the front and the recipe details on the back.

Ice sculpture—During the opening evening reception, servers mingled through the crowd with custom tea leaf cocktail trays that had space for the cocktail recipe coasters. The biggest impact though was at the Lipton cocktail table with an ice sculpture stating the amount of profit an operation could see by converting water orders to tea orders. The sculpture sat atop a die-sublimated tablecloth with details about the dollar amount.

Mixology recipe card—with cocktails and mocktails becoming increasingly popular, gloss varnished, die-cut recipe cards featuring a thirst quenching mocktail and four recipes from Lipton were available for operators to take home and try.

Mixology wheel—two die-cut circles, one slightly smaller than the other, were stacked together and bound with a grommet so the bartender could see which syrup flavors, garnishes, and tea base to mix for the perfect refreshing mocktail.

Merchandise—table cubes are an interesting alternative to table tents, and the unusual shape begs people to interact. A brochure spoke to the operator about ways to serve and menu hot tea, but when fully unfolded the back becomes a poster to educate wait staff on how to suggest and serve tea for greater tip potential.

Charging station—outside the session hall near the beverage break areas was a cell phone/tablet charging station. The body was skinned with refreshing Lipton iced tea imagery while on screen a slideshow walked operators through the process and reasoning behind menuing tea/signature beverages for increased profits.

Art Direction/Design: Mikaela Buck
Copywriting: Tony Ruzicka
Photography: provided by client attendee