FLORIDA, USA — Lipton’s campaign from independent Founders Agency makes the absurd obvious in a series of outlandish spots that set up the punchline that there’s nothing more obvious than Lipton Hard Iced Tea. From a boss riding a mechanical bull in the office, to a photo booth turned oil-painting session, to a pool and billiards party mix up, the deadpan comedy delivers a refreshing take on hard tea.
Obviously, the sky is blue. Obviously, dogs are cute. Obviously, you’re going to pull a “push” door. Obviously Lipton, America’s heritage tea brand, is the right choice for a hard iced tea.
The new product is currently launching in select markets in the United States in 2023, and nationwide in 2024. Consumers can find a variety pack of four 5% ABV refreshing flavors: Lemon, Peach, Strawberry and Half & Half; or grab a single serve 24oz can of Lemon or Peach; all made by FIFCO USA using real Lipton tea.
The campaign is running across connected TV and digital platforms in the US.
“With a new brand there’s always a bit more creative freedom and it’s even more fun when you get to pitch ideas like ‘let’s put a mechanical bull in the middle of an office space,’” stated the creative duo from Founders Agency, Katie Reid & Kristin Mizushima, behind the idea.
“Lipton Hard Iced Tea is what you want hard iced tea to taste like,” said Lisa Texido, Brand Director for Lipton Hard Iced Tea. “We created the recipe to make sure that the smooth, balanced flavor people love about Lipton iced tea really came through. I think people are surprised that a hard iced tea can be this delicious – it’s a must-try.”
Visit Lipton’s website for more details.
Lead creative agency: Founders
Client: FIFCO USA
CMO: Andrew Walker
Brand Director: Lisa Texido
Founder & Chief Operating Officer: Tanya De Poli
Founder & Chief Creative Officer: Checha Agost Carreño
Senior Copywriters: Katie Reid, Kristin Mizushima
Senior Art Director: Angel Cedeño
Lead project manager: Maru Carbi
Head of Strategy: Alma Berruecos
Head of Production: Delfina Lamino
Director: Robin Comisar
Edit: Cut & Run