Lipton Teas and Infusions has responded to consumer demand for it's discontinued Chai Latte blend, reviving the fan-favourite product in a new campaign from Think HQ.

The decision to bring back the blend was driven by fan enthusiasm, notably led by superfan Gillian Allen. Allen spearheaded a social media campaign, which included a petition signed by over 500 individuals, to advocate for the return of the Chai Latte.

The relaunch campaign, crafted by the agency Think HQ, features Allen prominently. It includes three humorous films and various promotional materials that highlight her role in the campaign. The films aim to engage consumers by narrating the story of how the Chai Latte made its return to the shelves.

Marketing Manager at Lipton Teas and Infusions, Sarah Shen, said: "We’ve been aware of the support from fans for Lipton Chai Latte for some time, and we knew we had to act... This relaunch of our two Chai Latte blends - Classic and Spiced - reflects our commitment to crafting products of excellent quality and are testament to the rich flavours that keep bringing customers back."

The Chai Latte blends, Classic and Spiced, are now available in Coles stores across Australia. However, it is noted that the single-serve sachets contain powdered milk, making them unsuitable for vegan consumers.

Creative Director at Think HQ, Wellison D'Assuncao, said: "The campaign tells consumers the story of how their favourite brew found its way back on shelves. But the bigger story here for brands and marketers is the one about the importance of understanding your audience and the power they have. Kudos to Lipton for their powerful response in giving the fans what they wanted and Think HQ the opportunity to run with it."

Gillian Allen, the face of the campaign, said: "Never in a million years did I think a Facebook group would actually bring it back. I just missed it so much - it was part of my daily routine and something that brought me comfort. To know so many others felt the same and that Lipton not only listened, but even made me the face of it, is amazing."