A new global brand platform for Lipton Ice Tea riffs on the idea that ‘Tea Changes Everything’. 

Created with the help of long-term partners Adam&EveDDB, the new brand platform is part of a wider global brand repositioning to dial up the distinctiveness of the brand in the wider beverage market. The ‘Tea Changes Everything’ platform launches with a pirate-themed film that carves out a new tone of voice for the brand that is both uplifting and unpredictable.

‘Pirates’ is the first in a series that shows what happens when even the most grumpy enjoy the taste of Lipton Ice Tea. When the pirates dig into a stash of Lipton Ice Tea, they are uplifted by the refreshing drink. Instead of partaking in the usual pirate activities, they play games with one another, take to rubber duck-themed floaties and ride on an inflatable shark. 

No longer menacing pirates, the crew engage in an over-the-top party while the tune of Tiny Tim’s Livin’ in the Sunlight, Lovin’ in the Moonlight plays. The film was directed by David Wilson and produced by Riff Raff, with post production by Absolute, and sound by Wave Studios.

The spot also introduces Lipton Ice Tea’s new sensory signature developed by Design Bridge. The ‘Lipting’ is a combination of a raised pinky finger alongside a distinctive ‘ting’ sound, signalling the uplifting taste. The ‘Lipting’ is part of the brand’s new distinctive assets and will act as a thread that runs across all brand communications. 

“If tea really does change everything, Lipton had to turn conventional branding on its head. Creating a distinctive and repeatable new asset for the brand that goes beyond expected logo and category codes. The ‘Lipting’ will be popping up everywhere,” explains James Cooney, Creative Director at Design Bridge & Partners.

‘Pirates’ will run on TV, cinema and digital video across key markets globally, launching initially in Europe. The campaign will appear in online video and OOH and across a full range of supporting activity including PR, social, brand partnerships, sampling, POS and packaging.

Carving out a distinctive tone of voice with brand assets that champion the uplifting qualities of Lipton Ice Tea, the new platform solidifies its positioning and creates a brand language of joy.