When retail renovation leads to retail reinvention.

The Challenge

The three rules of ready-to-drink tea? Location, location, location. Lipton’s ready-to-drink sweet tea found itself in a tough spot on the shelves of Winn-Dixie, a regional grocer with stores throughout the Southeast. The aisle was a mishmash of soda, energy drinks, water and tea, and as a result, Lipton’s sales were suffering. A true renovation was needed.

The Idea

The ready-to-drink tea aisle was in dire need of authenticity and a redesign that would capture shoppers’ attention the instant they entered the store. Our research revealed the tea drinker’s desire for a “return to teaness.” And a Co-Lab session with Lipton and Winn-Dixie—with facilitated, hands-on, co-creation—revealed a way to map that insight onto a physical execution.

The Results

Inspired by the timeless tradition of drinking iced tea on the front porch, our aisle redesign not only solved logistical problems, but it also evoked a sense of southern hospitality central to the culture of tea drinkers. Sales increased, new users were drawn to the category, and the redesign left shoppers raving about Winn-Dixie’s inspired shopping experience.