THE CHALLENGE

In most supermarkets, the tea category is hidden, fragmented and confusing to shop. Shoppers are unacquainted with the many options available in this expanding category and are generally not informed about the benefits of different types of tea. Recognizing this problem, Unilever asked Miller Zell to add clarity and visibility to the tea offer which includes the very recognizable Lipton Tea Brand.

THE RESULT

The Miller Zell/Unilever team devised a unique marketing approach that organized the category with an intuitive plannogram based on market research and focus group feedback. In addition, educational graphics and pull-down scrolls were placed at important touch-points in the shelf set to reach shoppers during the selection process.


A color-coded system for navigating tea types helped delineate Herbal tea from green teas, black teas, premium teas and popular iced teas. By creating an elegant overhead canopy, the entire category is easily recognizable from a distance and the shop-like environment urges shoppers to drink to their health with new choices they may not have previously considered. With “Tea Drink to Your Health” Miller Zell created a special place in the center store that shoppers can use to immerse their senses and learn about the very special benefits of tea in their lives.

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The Miller Zell process


We deliver innovation at retail, creating solutions that activate brands at the shelf and speak to shoppers in a meaningful way. We apply fact-based shopper insights, customer perspectives and cultural trend analysis to build meaningful connections between brands and people.