Client
Lipton Ice Tea
Overview
This campaign launched a 25-piece limited-edition streetwear collection under the theme That Summer Feeling, blending Cruel Pancake’s bold aesthetic with Lipton’s refreshing identity. It activated six high-impact creators — including Léna Situations — and rolled out through ambassador shoots, global gifting, and a flagship Parisian pop-up. The goal: turn Lipton into a culturally relevant lifestyle brand through creator-first storytelling.
Client
Lipton Ice Tea
Industry
Beverage
Service
Influencer Strategy
Creator Casting & Negotiation
Creative Strategy
Content
Event
Duration
24 Weeks
The Challenge
Lipton Ice Tea needed to shift brand perception from a legacy FMCG product to a youth-driven lifestyle brand. Key challenges included: - Engaging Gen Z authentically - Standing out in a saturated summer campaign season - Delivering cultural relevance across multiple markets - Moving beyond traditional influencer content into creator-led storytelling
The Solution
- Creator Strategy: Recruited six high-profile ambassadors from fashion and lifestyle, with strong Gen Z appeal - Gifting Programme: Activated 100+ lifestyle influencers globally through curated seeding - Product-Led Content: Built and styled the collection for visual storytelling - Cultural Anchoring: Shot campaign with unexpected senior model “The Spanish King” alongside Gen Z models - Pop-Up Activation: Designed and produced a Paris pop-up experience, drawing 1,500+ visitors - Media & Press: Secured coverage in Adweek, Campaign, Verge, and more
The Result
- 50M Total Views (90% organic) - 40M Organic Impressions - 4.2% Video Engagement Rate - 200 Posts - 127 Media Value Ads - 2× Above KPI Media Value - Coverage in Adweek, Campaign, MarketingBeat, Verge, and across social
