Brief: Get millennials to drink Lipton bagged-tea.
Problem: Lipton can't stand out in a market saturated with sleek new tea brands offering a variety of exotic flavors.
Insight: Having too many options results in unnecessary anxiety. We long for simpler times.
Strategy and Idea: Show how comforting it can be to have a one good option versus the complexity of having hundreds.
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#LessVariety makes for a great hashtag. It's a statement many would get behind. Frankly, we're all tired of having to make insignificant decisions.