Lipton Ice Tea Celebrates That 'Tea Changes Everything'

Pepsi Lipton International is launching ‘Tea Changes Everything’, an uplifting global brand platform for Lipton Ice Tea, created with long-term partners adam&eveDDB.

As part of the new ‘Tea Changes Everything’ platform, Lipton is investing in its biggest global brand campaign in more than a decade, and part of a wider global brand repositioning, which is dialling up distinctiveness to position the brand for a bigger share of the wider beverage market.

The campaign is launching with swashbuckling film, ‘Pirates’, the first in a series that shows what happens when even the most famously grumpy enjoy the uplifting taste of a refreshing Lipton Ice Tea. What follows is a joyful demonstration of how when we drink Lipton Ice Tea, we’re making a choice to think and act differently - menacing pirates take a sip, then unexpectedly cast aside their murderous intentions. An over-the-top party ensues to the tune of Tiny Tim’s Livin’ in the Sunlight, Lovin’ in the Moonlight.

The film was directed by David Wilson and produced by Riff Raff, with post production by Absolute, and sound by Wave Studios.

The campaign introduces Lipton Ice Tea’s new sensory signature developed with agency partners Design Bridge. The ‘Lipting’ is a combination of an iconic raised pinkie finger and a distinctive ‘ting’ sound, signalling the uplifting taste that Lipton Ice Tea helps deliver. The ‘Lipting’ sits alongside the brand’s distinctive brand assets and together form the connecting thread across all brand communications. Putting the ting into uplifting and the tea into positivi-tea.

April Redmond, CMO Pepsi Lipton said: “The playful new platform is built on the insight that tea – which is known to have a refreshing, uplifting taste – can change everything and offer easy moments of joy and positivity. By leveraging our tea and taste credentials, we are tapping into the increasing consumer demand for more permissible drinks.”

Mark Shanley, Creative Director, adam&eveDDB, added: "Tea really does change everything. Even the moods of a crew of weather-beaten, bloodthirsty, grumpy pirates. We’re excited for the launch of this new creative platform, based on a simple truth, and we’re looking forward to the next chapter of ‘Tea Changes Everything’.”

Nipa Shah, Head of Global Marketing at Pepsi Lipton, said: “Lipton is a brand strongly associated with positivity and feeling of summer. With ‘Tea Changes Everything’, we are able to bring that sense of joy and lighthearted humour into our communications, creating content which is entertaining and unmissable in today’s cluttered advertising environment.”

James Cooney, Creative Director, agency partner for the ‘Lipting’, added: “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.”

‘Pirates’ will run on TV, cinema and digital video across key markets globally, launching initially in Europe followed by a full-scale global rollout.

The campaign will also appear in online video and OOH, and a full range of supporting activity across PR, social, brand partnerships, sampling, POS and packaging.

Credits:

Client: Lipton

Brand: Lipton Ice Tea

Project/Campaign Name: Tea Changes Everything

Global Chief Marketing Officer: April Redmond

Head of Global Marketing: Nipa Shah

Senior Marketing Director – Europe: Victoire Binet-Lemay

Senior Marketing Manager – Global: Kevin Evans

Head of Communication – Europe: Iwona Zbierska

Senior Insight Manager – Global : Solene Adler

Senior Insight Manager – Europe: Callum Wynne

Agency: adam&eveDDB

Creative Team: Callum McDonald & Charlotte Upton

Creative Directors: Amber Casey, Cali Oliver

Executive Creative Director: Mark Shanley

Senior Producer: France Ngyuen

Assistant Producer: Amy Galvin

Global Planning Partner: Sarah Carter

Planning Director: Liora Ingram, Sarah Morning

Chief Executive Officer: Miranda Hipwell

Head of Global Accounts: Sarah Todd

Managing Partner: Mike Stern

Business Director: Flemming Lerche

Account Director: Max Sullivan, Juliet Penn-Hughes

Account Manager: Zahra Ahmed

Project Director: Alice Southam

Senior Legal Counsel: Tom Campbell

General Counsel: Candice Macleod

Business Affairs Managers: Jamie Hirst, Layla Husted

Communications Director: Lee Gunther

Marketing Executive: Rhea Patel

Localisation Agency: Omnicom Production

Producer: Dylan Pugh

Junior Producer: Maria Manzanaro

Head of QC: Stuart Moore

Senior QC Operator: Chloe Maudsley

Junior - QC Operator: Alysha Adekeye

Asset Manager: Gemma Hughes

QC & Asset Operator: James Pyne

Design: King Henry

Studio Manager: Rob Wallis

Designers: Olly Watts, Karl Bewick

Retouching Producer: Jon Webb

Retoucher: Gemma Lawton

Production Company: Riff Raff

Director: David Wilson

Producer: Maurizio Von Trapp

Executive Producer: Tracey Cooper

Director Of Photography: Benoit Soller

1st Assistant Director: James Amos

Production Designer: Helen Gadjilova

Costume Designer: Niamh Doyle

Underwater Specialist: Dan Travers

Service Company: Primo

Primo MD: Marce Zabaleta

Primo Executive Producer: Cora Rodriguez

Editing Company: Trim Editing

Editor: Matt Newman

Assistant Editor: Joey Henshaw

Edit Producers: Pia Ebrill & Charlie Dalton

Post-Production: Absolute

Executive Producer: Lisa Vaughan, Sally Heath

Producer: Maddie Godsill

Production Assistant: Alis Burke

Creative Director & 2D Lead: Kieran Baxter

2D Artists:

Richard Greenwood

Sam Meisels

Valentina Vartiromo

Annie Mitchell

Adam Battioui

Colour EP: Leianna Gilmartin

Colourist: Peter Oppersdorff

CG:

Rebekah King-Britton

Patrick Keogh

Domantas Lukosius

Keith Rogars

Ollie Grant

Motion Design: Kingsley Harris

Music: Tiny Tim

Soundtrack name: Livin' in the Sunlight, Lovin' in the Moon Light

Audio postproduction Wave Studios

Audio Producer: Hils Macdonald

Sound Engineer: Parv Thind

Music Supervision: Big Sync Music

Music Supervisor: Robbie Josephs