Dubai, AE. – Just don’t buy junk food and you’ll be healthier right? Easier said than done with supermarkets set up to market the products they want you to notice. With the number of products on the shelves up from an average of 8,948 to almost 47,000 in the span of 30+ years, it is not only more difficult to find what’s best for you but also make a quick decision with, for example, 25 formulations of Head & Shoulders.

Lipton Tea is setting out to help influence healthier choices – by deploying their newest weapon – a shopping cart with a built in fitness tracker. The strategy behind the new cart is – if people are able to see how many steps/calories they were burning while shopping they may be more inclined to make healthier choices. Lipton also plans to develop an app for while eager shoppers wait for the new fit carts to hit their local supermarket.

You can watch Lipton’s new ad here!

Why This Matters –

This is a great example of a company thinking beyond the wearable and integrating a surging trend into a different form factor. Whether this strategy will influence and change behavior at the supermarket remains to be seen but it is exciting to see a brand as strong as Lipton enhance their brand image with something as simple as adding a step counter to shopping carts. Would having your steps and calories burned displayed on the handle of a shopping cart change your choices?

About the Author:

As Strategist of Innovation, Drew is charged daily with championing innovative thinking and doing. Drew is part of a global team that leads new innovative ideas that attract different advocates among existing and potential brands that are shared across all agency partners. Drew is backed by over 16 years of brand, sales and marketing experience with Fortune 500 companies such as Progressive and Nationwide Insurance as well as Founder & President of his own healthcare insurance agency for 6 years. Most recently Drew was part of the agency team that launched Briviact for UCB, Foundation Medicine as well as key roles with Eli Lilly Oncology and Johnson & Johnson.