Lipton brings back fan-favourite Chai Latte with superfan-led campaign via Think HQ

Lipton Teas and Infusions has relaunched its popular Chai Latte blend following a grassroots campaign led by a passionate fan - and turned the superfan into the face of its latest marketing push.

Created by Think HQ, the campaign centres around Gillian Allen, who led a community petition to bring the product back. After more than 500 people signed and Lipton’s channels were flooded with requests, Allen launched her own Facebook campaign. The renewed groundswell caught Lipton’s attention.

One of three humorous new campaign films introduces Allen as the unexpected hero of the relaunch. She also features across social, digital, earned media and in-store collateral produced by Think HQ.

“We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act,” said Sarah Shen, marketing manager at Lipton Teas and Infusions.

“This relaunch of our two Chai Latte blends - Classic and Spiced - reflects our commitment to crafting products of excellent quality and are testament to the rich flavours that keep bringing customers back.”

Think HQ’s creative and strategy team aimed to channel the fan energy into a relaunch moment, identifying Allen as a natural ambassador.

“The campaign tells consumers the story of how their favourite brew found its way back on shelves,” Think HQ creative director Wellison D’Assuncao, said. “But the bigger story here for brands and marketers is the one about the importance of understanding your audience and the power they have.”

“Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it.”

Allen said she never expected her Facebook group to turn into a national campaign. “I just missed it so much - it was part of my daily routine and something that brought me comfort,” she said. “To know so many others felt the same and that Lipton not only listened, but even made me the face of it, is amazing.”