Lipton Ice Tea Omnichannel guidelines for use on E-commerce

Lipton Ice Tea Omnichannel guidelines for use on E-commerce 1

INTRODUCTION These are the global guidelines for the Lipton Ice Tea Omni-channel assets 2016. Please note: The below are simply examples, and the guidelines will need to be applied and deployed locally. Please ensure any copy is approved by your local legal and regulatory partners, adapting where necessary.

E-Commerce Omni-channel Approach The Omni-channel guidelines are here to give local teams clarity on how to revitalize their full portfolio representation on online retailers. Why e-commerce CONTENT really matters if we want to win in Omnichannel? 1. Shopping behavior is changing quality and information completeness of your items sold online is the single biggest influence on your online sales growth and brand loyalty. 2. 55% of consumers prefer to use both stores and online in their journey to purchase (source: Google 2015) Purpose of the Omnichannel guidelines for Lipton Ice Tea online: 1. Bring online Consistency across markets Online is Global 2. Make our brand VISUALLY perfect online to provide key product information across in a second 3. Make all relevant information of our products consistently available online (7 Omni-channel Assets)

The 7 Omni-channel Assets: What the guidelines include Quick content Summary 1. SEARCH (Top 10 Keywords) by Brand Format 2. PERFECT NAME 3. HERO IMAGE 4. PRODUCT CONTENT 1. 6 features bullets of benefits / differentiators / claims 2. Product Description (200 words) 3. Supplementary images 5. VISUAL & TEXT / RATINGS & REVIEWS 6. LEGAL & NUTRITION 7. Goes Well With

1. SEARCH KEYWORDS WHAT: Keyword Search Creation Guidelines Example: for Black Lemon variant - to be adapted to each product Product type: Ice tea Ice Tea black Ice tea with xyz Secondary type: Iced Tea Cool Iced Tea Ready to drink Tea Bottled Ice/d Tea Common Misspellings: Icetea / Icedtea Blacktea Lemontea Key Differentiators: Lemon Ice Tea Black Ice/d Tea Flavour xyz (variant) Related Keywords: Refreshment drink Soft drink Cool tea drink Soft drinks Best Ice Tea Flavoured Ice Tea HOW WAS IT DONE? Using Amazon ARA e-commerce and top google category search terms. Product type: category of product, generic product name to target name Secondary type: other consumer ways of describing the product type Key differentiators: Target flavor segments and variant types Related keywords: Broaden reach within content (i.e. usage opportunities, healthy connotations). Common misspellings: bottledrink / greentea ADD: Local, strategic application keywords: Areas that are complicated to convey in Perfect Name or Product Content, but that should be addressed upon Deployment HOW TO ADAPT & DEPLOY: Please adapt the key words for your local market, reflecting local shopper language using the guidance in this word document. Apply key words in Perfect Name and Product Content, following the guidelines in this PowerPoint document. 5

2. PERFECT NAME WHY: Product name is the primary factor in determining search results across retailers and Google search results Search dominates online navigation. Search is the new shelf. 80% of shoppers don t go beyond the first page, this is the new eye-level placement. Shoppers look at product images first and product name second. Your product name conveys critical information that your product image often does not WHAT: Perfect Name Guideline Choose a single Perfect Name that meets the Perfect Name creation guidelines as follows: Sub Brand / Key Examples Brand Functional Name Differentiator Key Variant Size Lipton Black Ice/d Tea Lemon 500 ml Lipton Sparkling Black Ice/d Tea Raspberry 330 ml Lipton Ice/d Tea Citrus 330 ml Sparkling Green HOW WAS IT DONE: Perfect Name Strategic Guidance Keep it simple and <70 characters Key search words for product type should be incorporated within the functional name. Key differentiator should be the tea pillar (e.g. Green/Black/ Sparkling) What are the secondary naming terminologies that should be addressed elsewhere: Secondary Functional Names ( Iced Tea vs. Ice Tea ) All quantities below 1L must be communicated in ml and above 1L in L HOW TO ADAPT & DEPLOY: Ensure your name incorporates localized key words for functional name. Ensure Size jargon is localised e.g.) ct /bag /# Deploy to all SKUS and share with ecommerce/sales local team (for UL: upload to PIM2C) 6

3. HERO IMAGE WHAT: Hero Image Guideline - A #mobilefirst design must achieve better 1. Brand Recognition 2. Range (flavor) 3. Variant Navigation 4. Size Visibility VS. conventional pack shot WHY: The primary image is the most important visual when shoppers navigate on online and mobile Hero Images are not different designs of brand products, they are better designs for mobile, tablet and laptop one image for all screens Examples Brand Variant HOW WAS IT DONE? On small canvases we must focus on the most important 4 visual elements and ruthlessly de-clutter all other visual elements Brand / Range / Variant / Size All minor elements and copy were removed and brand logo and variant have been enlarged, The format type square is consistently red for all mentions of quantity. Range Size HOW TO ADAPT & DEPLOY: Please adapt with locally relevant size and formats. The red icon can be changed to the locally relevant formats: - Deploy to all SKUS. 7

3. HERO IMAGE Mobile / Tablet / Desktop By 2020, 80% of adults will own a smartphone Mobile retail traffic exceeds desktop traffic since August 2014* Our brands will be experienced on Mobile and we need to design to win on the small screen Mobile 16mm Tablet 23mm Desktop 45mm Importance of better ecom images for Mobile: Online people dislike having to read We have to deliver great basics @ 16mm on mobile and 23mm on tablet 98% on online shoppers make the buy/add to basket decision from hero image only Shoppers perceive the information they looked at, and nothing else *Source: Comscore 2014 8

3. HERO IMAGE Other: Peach 1500 ml Brand Variant Range Size 9

3. HERO IMAGE Other: Green Agrume 330ml Brand Variant Range Size 10

3. HERO IMAGE Other: Sparkling Citrus Green 330ml Brand Variant Range Size 11

WHAT: Feature Bullet Point Guidelines WHY: Product content consists of informational assets that inform shoppers about your product It is essential to show up to 6 one sentence bullet points describing the Lipton Ice Tea products, optimizing using the key search words. Example for the 500ml 6 bullet point topics TASTE BENEFIT Lipton Ice Tea with a refreshing taste and cooling experience, rounded with a delicious balance of sweet, sour and bitter flavours. FLAVOUR EXAMPLE: Lipton Ice Tea Lemon with an upbeat Lemon hue for a lightly sweet taste, balanced with the refreshing taste of black tea. Lipton refreshes body and mind / Uplifting refreshment with fruity flavors 4. PRODUCT CONTENT 6 Feature Bullet Points HOW WAS IT DONE? We developed the opposite bullet point topics to be consistent across different Lipton tea pillars (Green, Black etc.), with a strategy focus on driving taste & flavor attributes. 6 one-sentence bullets describing the product, not exceeding 200 characters, including spaces. RTB PERFECT SERVE QUANTITY Feel awakened and enjoy a moment of refreshment/cooling off. Get the best from your cold refreshing drink, consume with some ice cubes in your glass, a lemon slice, and making sure it was kept in the fridge at the ideal temperature of 4-5 C Get 2 glasses out of a bottle Purpose of each bullet: 1. TASTE: Main product description including the perfect name 2. BENEFIT: Benefit of drinking green tea and the occasion of usage. 3. RTB: Support the main taste description, and optimized for keywords. 4. PERFECT SERVE: perfect consumption information. 5. QUANTITY: how much it represent in glass consumption Top Keywords in Focus: Lipton, Ice Tea, extract of tea leaves, fruity flavor, refreshment, cold drink 12

WHAT: Product Description Guideline WHY: Product description has a critical influence over your search results. If your product content leaves shoppers questions unanswered, shoppers are likely to keep on browsing and look at your competitors offerings. This long-form content provides a broader canvas for reaching a variety of shopper concerns and solutions. Example Lipton Ice Tea Lemon Lipton Ice Tea Black Lemon flavour 330 ml In need of intense refreshment? Time for a refreshing Ice Tea with more go? Lipton Ice Tea refreshes it s cool and hydrating. It tastes great with extract of tea leaves and a delicious balance of sweet, sour and bitter flavours, it provides you with intense Refreshment and a real Drink Good experience for your body and mind. Perfect on the go, perfect for meal pairing, perfect to enjoy any time in the day. Available in multiple flavours as Lemon, Peach, Mango, Did you know? Lipton Ice Tea is made from real tea extract. We take black tea leaves, brew them in hot water to produce a tea powder, combine with still water and tasty fruits flavours to create a refreshing and delicious Lipton Black Ice Tea. Did you also know that Lipton Black Ice Tea is with less than 20kcal per 100ml a low calorie product. 4. PRODUCT CONTENT Product Description Example Mandarin Orange Green tea EU Lipton Green Ice tea Mint & Lime Flavour 500 ml Looking for intense refreshment? Time to try Lipton Green Ice Tea! With the delicious combination of green tea and tasty fruits, Lipton Green Ice tea offers you a range of surprisingly delicious products, with extract of green tea leaves and a tasty balance of flavours. It offers you great taste and pure refreshment that makes you feel good, refreshing both body and mind. Perfect on the go, perfect for meal pairing, perfect to enjoy any time in the day. Available in multiple flavours as Lipton Green Ice Tea Mint- Lime, Jasmine-Lychee, Lemon, Grapefruit, Did you know? Lipton Green Ice Tea is made from extract of green tea. We take green tea leaves, brew them in hot water to produce a tea powder, combine with still water and tasty fruits flavours to create a refreshing and delicious Lipton Green Ice Tea. Did you also know that Lipton Green Ice Tea is with less than 20kcal per 100ml a low calorie product. Top Keywords in Focus Refreshment, Lipton Ice Tea, extract of tea leaves, on-the-go, meal pairing, enjoy any time. 13

4. PRODUCT CONTENT Product Description HOW WAS IT DONE: Using our identified Key Words, Search terms, and Lipton copyrighter we have developed two examples of 100+ words Product description for Ice tea, with a focus on the taste and flavor attributes. Product Description outline: 1. A description of Black or Green Ice tea benefit including the Perfect Name. 2. Key information that gives a story of the Lipton black or green Ice Tea and includes keywords that support key differentiators and related keywords. 3. Taste description of the Lipton Ice tea variant both for black and Green range. 4. Usage Instructions: Includes keywords and includes a 2 nd mention of the perfect name HOW TO ADAPT & DEPLOY: Review the product description template Localize and deploy a product description for your portfolio of SKUs, including locally identified Key words. If your local e-commerce team has retailer-specific guidance based on search collaboration, look to apply local optimizations to win in search Deploy to all SKUS and share with ecommerce/sales local team (or for UL: upload to PIM2C) 14

4. PRODUCT CONTENT Supplementary Images Front Of Pack and 3D Shot Back Of Pack Shot Nutritional Panel Experience: Gives the consumers an understanding of what to expect when they buy the product Benefit: Attractive imagery to give brand recognition and memorability How to make: Use Regional or local agency to obtain artwork Multipack (6x1.5L for instance): If multipack, show it as key product (front of pack or 3D pack) Experience: Gives the consumers an understanding on how the product looks from another angle and in real Benefit: Give brand and product more reality How to make: Use Regional or local agency to obtain artwork Multipack: If multipack, show it as key product showing back of pack as well Experience: Gives the consumers a clear understanding of what is in the product. Benefit: Delivers clear product information and adds credibility. How to make: Use Regional or local agency to obtain artwork or use editable file provided to share it in local language Multipack: Same nutritional information applies here 15

4. PRODUCT CONTENT Supplementary Images Range Shot Product Consume Perfect Serve Shot Experience: Allows understanding of where the product fits as part of a range, and to inspire shoppers with other offerings. Benefit: Brand recognition and memorability How to make: Use Regional or local agency to create based on local portfolio. Experience: Gives the consumer a further understanding of what the experience and refreshment when they consume our product Benefit: Brand recognition and memorability How to make: Use Regional or local agency to create or use existing image. Experience: Allows consumers to experience what is inside the product and how best to consume it Benefit: Appealing and inspiring consumption tips How to make: Use existing perfect serve from your local market or use local photographer to develop it. 16

WHAT: Supplementary Image Guidelines 4. PRODUCT CONTENT Supplementary Images WHY: Shoppers do not read, they utilize images to navigate online. At Amazon, 95% of shoppers look at all Supplementary Images at the top of the product detail page Secondary images help drive conversion; The E-commerce Purchase Funnel By encouraging click-through to product pages via Hero images, Perfect Names, and optimised copy, Lipton is capturing the awareness and interest of e-commerce shoppers. At the product page level, our aim is to convert that interest around the product to sales. Quality content can collectively provide an uplift in conversion by showcasing the core benefits of the product and helping the consumer overcome the fact that they can t physically touch / feel / smell the product. Product Awareness (increase visibility) Capture Interest (drive click through) Convert (make a sale) Loyalty Search Optimized Copy Perfect name Search driven videos Hero Images Perfect Name Quality written content Secondary Images Product Videos Reviews 17

4. PRODUCT CONTENT Supplementary Images Local BB teams should provide E-COM teams with a minimum of 6 supplementary images Aim of the supplementary images 1. Display the product clearly 2. Help the consumer to experience the product as they would instore 3. Provide the consumer with context for the product, 4. Help the consumer to understand the benefits of the product. Must Have Images Lipton Ice Tea Front of pack shot / 3D shot Lipton Ice tea Back of pack shot Lipton Ice tea Nutritional Panel zoo/shot Nice to Have Images Lipton Ice tea Range shot (local range) Lipton Ice tea Drinking shot Lipton Ice tea perfect serve shot (product, branded glass, stirrer, ice cubes) Lipton Ice Tea Multi pack shot 5. Fit in with the narrative described in the e-retailer copy. 18

WHAT: Ratings & Reviews visual and text - guidelines 5. RATINGS & REVIEWS WHY: Ratings & Reviews can help to launch a product, challenge a barrier to purchase, or reinforce a proof, thereby convincing a consumer to take the next step to purchase. Consumer reviews are highly influential with 48% of shoppers stating that they trust text, pictures, and videos from other users more than brand communication. Today s connected consumers use Ratings & Reviews to share their experiences good and bad on the products they use and the brands they engage with. Lipton Black Ice Tea Lemon What are consumers concerned about? Taste, aroma and visual appearance Product quality How it makes me feel (uplifts my mood) Ease of use Value perception (good value for money) Content & messages to build BE through R&R. Taste Benefits Occasion Discuss the emotional benefits of Lipton Black Ice Tea Lemon Describe the taste of the tea, it s aroma and visual appearance. Describe what it went well with. Eg. Breakfast, cakes Uplifting / Brightens my mood/ revitalised Discuss when and where best to consume Lipton Black Ice Tea Lemon In a social setting, with family and friends THE ESSENTIALS: Using local agencies such as Buzz agent to generate both visual and word text and reviews. Drive quantity of reviews at least 21 per variant Drive quality of reviews at least 4 Star average rating per variant Drive recency of reviews refresh the 21 reviews yearly Additional uses of R&R: Fulfil content gaps that drive brand equity for LYL & Core Plus. Advocate taste benefits To reassure and justify the emotional benefits and drinking occasions of Lipton Ice Tea. Enhance the sociability behind usage occasion Watch outs: Ensure visual reviews used are inspiring, bright, and realistic needs to feel authentic and in the voice of the consumer. Guidance to agencies needs to be approved by local Legal & Regulatory, especially considering benefit spaces. 19

6. LEGAL & NUTRITIONAL LEGAL: Inform the consumers and protect your brand Everything that will be communicated online must be checked and approved by your Legal and Regulatory partners We must provide: Ingredients Nutrition Warnings Allergens Other Mandatory information Local Legal and Technical Deploy teams to ensure correct product information is provided and shared with sales team &/or online retailers (for Unilever markets, it must be uploaded to PIM2C). 20

7. Goes Well With For Lipton we should focus on recommendation to drive new experiences and occasions, whilst pushing shoppers to more premium offerings 1 st Recommendation Invite Consumers to try other FLAVOURS: Peach, Mango, Raspberry, 2 nd Recommendation Invite Consumers to try our DIFFERENTIATING offer: SPARKLING / GREEN / 3 rd Recommendation Invite Consumers to try other LIPTON PRODUCTS: Hot Tea 21

The 7 Omni-channel Assets: Links for full detailed explanation per section 1. SEARCH (Top 10 Keywords) by Brand Format 2. PERFECT NAME 3. HERO IMAGE 4. PRODUCT CONTENT 1. 6 features bullets of benefits / differentiators / claims 2. Product Description (200 words) 3. Supplementary images 5. VISUAL & TEXT / RATINGS & REVIEWS 6. LEGAL & NUTRITION 7. Goes Well With Links for additional resources: 1. Search Keywords 2. Perfect Name 3. Hero Image 4. Product content 5. Ratings & Review 6. Legal & Nutrition 7. Goes well with

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