After boiled water, tea is the second most consumed beverage in the world due to its flavour and refreshing qualities. Malaysia has inherited the British habit of drinking tea as a former British colony. Malaysia is a country that is proud of its multi-ethnicity but lacks a multicultural themed tea bag campaign. 

Since everyone should have access to high-quality tea is the brand’s vision, a campaign based on Malaysian culture is suggested to Lipton. Lipton can demonstrate to Malaysian consumers through this campaign that the company cares about all Malaysians, regardless of race, language, or religious beliefs. The main design concept of the campaign is based on the theme of Malaysian ethnic illustrations. The illustration style adopts vector illustration to draw the diverse ethnic groups in Malaysia. Campaign content consists of online and offline advertisements, booklet, window display and some of additional items.