Get the millennial market excited about iced tea through experiential and online marketing.

How We
Did It

We kicked off the campaign with influencer-led events designed to both create a premium association between the brand and its customers and to build positive brand equity.

Then we capitalised on the popularity of the summer concert and party season by creating Tea Parties With a Twist, allowing Lipton to show up where our target audience were dancing, and blurring the lines between social and experiential sampling.


  • Campaign achieved 30% more than the targeted reach
  • 1 097 580 online engagement - 8 611% more than target
  • 10 000 cans sampled
  • 33 000 people engaged live