LIPTON
OFFICIAL BEVERAGE
OF BELONGING
WHEN SOMEONE SAYS LIPTON ICED TEA, WHAT COMES TO MIND?
Summer BBQs, neighbors on the front porch, rocking chairs? Sounds about right.
Lipton’s heavy on the nostalgia, light on the now.
We needed to give Lipton something fresh to stand for.
THE IDEA
Make Lipton the Official Beverage of Belonging
THE STRATEGY THAT GOT US THERE…
We take on too much of life alone.
For decades, Lipton has brought people together. But there’s a difference between showing up at a BBQ and really being with your people. We are starved for those moments of connection that make us feel seen, supported and whole.
Sometimes it’s scary to let someone in. It can be unsafe to be vulnerable. Maybe we feel pressure to be the rock of our crew. And sometimes we don’t even know how to go about finding a chosen family.
Our vision for Lipton - inspire more moments of belonging. And we started with celebrations of unexpected groups of communities where people find their people.
THIS WORK IS SCHEDULED TO LAUNCH IN 2023 AND WILL BE SUPPORTED WITH A FINANCIAL COMMITMENT TO MAKE MORE MOMENTS OF BELONGING POSSIBLE.