Strengthening LIPTON's Leadership Voice through Strategic Positioning
- Client : LIPTON Teas and Infusions Egypt
- Industry : FMCG, Leadership & Brand Communications
- Year : 2024-2025
Client Goal
LIPTON Teas and Infusions sought to enhance its leadership visibility in Egypt and across the region by positioning its General Manager, Mennat-Allah Sharkas, as a prominent voice in sustainability, gender equality, and responsible business leadership. The objective was to reinforce LIPTON's corporate reputation, elevate its thought leadership presence, and align the brand's communications with its global sustainability mission
Our Strategy
CC Plus developed a comprehensive leadership branding program designed to amplify Ms. Sharkas's profile across key media, industry, and public platforms. The strategy combined high-impact speaking opportunities, targeted interviews, and visibility in events that align with LIPTON Teas and Infusions' values of inclusion and sustainability
01. Strategic Media Positioning
We secured a series of exclusive media features and interviews highlighting Ms. Sharkas's perspectives on leadership, equality, and industry challenges. These included features in Al Mal, Flair Magazine, and a televised appearance on Al Mehwar's Sona3 El Forsa, positioning her as a credible and insightful industry leader02. Speaking Engagements & Thought Leadership
Our team successfully positioned Ms. Sharkas in top-tier industry and advocacy events, including Carerha Summit 2024, Narrative PR Summit 2025, F&B Summit 2025, Retail FRWD 2025, and The Annual Networking Event for Women (Fi Africa / ProPak MENA). These engagements allowed her to share her vision on women's empowerment, sustainability, and leadership in the FMCG sector03. Community and Social Impact Alignment
To strengthen the connection between leadership visibility and corporate purpose, CC Plus supported LIPTON Tea and Infusions' participation in high-profile CSR activations, such as the Al Nas Hospital visit, Baheya Foundation breast cancer awareness campaign, Ramadan partnerships with Al Ahly Foundation and Misr El Kheir, and collaborations with the Egypt Food Bank. Each activation reinforced LIPTON's human-centered brand ethos04. Digital Presence & Employee Advocacy
We developed and managed structured LinkedIn content focusing on employee branding and storytelling. This initiative humanized the brand, amplified internal voices, and showcased the company's culture of empowerment and inclusivity
