For my undergraduate marketing campaign, I had the incredible opportunity to work with Adam & Eve DDB to develop a strategic plan for Lipton—a challenge that required deep research, creative problem-solving, and a forward-thinking approach. The project demanded an understanding of market trends, consumer behavior, and competitive positioning, all while crafting a campaign that would revitalize Lipton’s brand identity and make it resonate with modern consumers.

Through extensive analysis, I identified key challenges, such as declining consumer engagement and brand perception issues, and devised solutions centered around emotional storytelling and cultural relevance. Though my campaign wasn’t selected, this real-world experience pushed me to think outside the box, align creative vision with business objectives, and apply strategic marketing principles in a competitive setting. This campaign reinforced my passion for branding and marketing, proving that bold ideas and innovative strategies can redefine even the most established brands.