Lipton: How PR Activity Drove a 6.5% Lift in AI Share of Voice

Overview

Lipton, owner of Pukka Herbs, used Azoma and its in-house PR support to drive measurable growth in AI Share of Voice across ChatGPT, Google AIO, and Gemini. 

The lever was a single, well-structured press release. distributed via the wire. 

In under a week, the piece was being cited across all three platforms, syndicated across major outlets like Yahoo, and led to Pukka Herbs Night Time Blend being recommended as ‘Best Overall’ sleep tea by Google AIO, with the press release cited as the source.

Identifying the Opportunity

We analysed tens of millions of e-commerce-related AI answers and found that earned media shows up in 73% of citations for Lipton. When we broke down the citation sources, four categories emerged consistently: editorial publications, blogs, affiliate sites and press releases.

The Approach: Building for Machines, Not Just Media

Knowing AI platforms actively cite tea and sleep-related queries, we created a press release titled "Herbal Teas for Sleep in 2026 That Actually Work" and distributed it via the wire on 10th March 2026. The strategy was to feed accurate brand information directly into AI ecosystems.

The release was engineered for maximum AI retrievability and written specifically for an AI agent deciding what to recommend at 11 pm to someone who can't sleep.

The Results

Within just seven days of publication, the press release gained measurable traction across leading AI platforms, including ChatGPT, Google AIO, and Gemini, directly contributing to a +6.5% increase in Pukka Herbs’ AI Share of Voice for sleep-related queries.

While citation volumes remain naturally competitive within AI ecosystems, the release demonstrated strong early visibility and consistent pickup across multiple models, particularly within its target topic of sleep, confirming clear alignment with search intent.

Importantly, response reach (up to 0.78% overall) highlights how frequently the content is being surfaced in AI-generated answers, a strong indicator of discoverability.

The release benefited from broad syndication, significantly extending its footprint beyond the original publication.

Yahoo Finance emerged as the standout amplification driver, with multiple regional editions contributing to increased AI visibility. Additional pickup across outlets further reinforced global distribution and credibility signals.

Within a month of the release going live, Pukka Herbs Night Time Blend was being surfaced by Google AIO as its best overall recommendation for sleep teas, with the press release being cited as the supporting source. This is the clearest possible illustration of the mechanism at work: structured, authoritative content placed on a credible wire directly shapes what AI models recommend to consumers.

Summary

Overall, the campaign was successful:

• Established early visibility across major AI models

• Achieved meaningful penetration within sleep-related queries

• Leveraged syndication to amplify reach and authority

• Progressed from citation to recommendation level influence