Lipton & Billion Dollar Boy launch creator campaign to boost consideration among Gen Z out of season

by | Feb 28, 2024

London, UK, 28th February 2024: With over 120 years of history, Lipton Ice Tea, the PepsiCo Group’s iconic product, is the world’s leading iced tea brand. In France, Lipton Ice Tea is the historic partner in the growth of Thés Glacés and an undisputed leader: N°1 in supermarkets (44.3% val PDM, i.e. €221 million) and N°1 in the AFH (84% val PDM, i.e. 161 ML).

In 2024, the brand is shaking things up to reach out to young people, and Gen Z in particular. Its objective is clear: to share fun, memorable experiences. A true iced pleasure that can be enjoyed all year round, Lipton Ice Tea has launched a “totally frosted campaign” with one mission: to share sunshine and good humor even in winter!

Lipton Ice Tea, a leading brand adored by Gen Z

Lipton Ice Tea has become a true icon among Gen Z and families. Its undeniable popularity has made it the second most popular brand among 18-24 year-olds in the soft drinks market*. Its success is not limited to brand awareness, but reflects the confidence and satisfaction of consumers, who praise its products for their quality and refreshing taste. * (Source: Brand Equity Tracker October 2023 – target 18-24 years)

The brand encourages young people to share moments of fun and happiness, positioning Lipton Ice Tea as a genuine generator of sunny moments. It capitalizes on a strong territory that advocates ‘positivi-tea’ through refreshing moments of sharing. In 2024, Lipton’s mission remains unchanged, and the brand goes even further with its frosty campaign, offering fun and unforgettable experiences all year round, winter and summer alike!

Morgane Miralles, Head of Marketing at Lipton Ice Tea, comments: “At Lipton Ice Tea, our commitment to Generation Z goes beyond simply meeting their expectations. We’re fortunate to have an iconic and historic drink that embodies this energy and good humor through its logo, taste and packaging, but this year we’re taking it a step further with our new frosty campaign. We aim to transcend the seasons to bring sunshine and good cheer, even in the middle of winter. We want to share ever more fun, memorable experiences and establish new consumption habits for our consumers. In 2024, expect innovations that will push the boundaries of the Lipton IceTea experience, as we are determined to surprise this Gen Z.»

On the road to “La Folie Douce”

Who said Lipton Ice Tea was just a summer drink? The brand (PepsiCo Group) is deploying a bold strategy to de-seasonalize its drink and offer a unique drinking experience all year round. The initiative aims to create moments of happiness and pleasure, transforming iced tea’s usual association with the summer season into a refreshing experience whatever the season.

By launching its “frosty campaign” in partnership with leading global influencer agency, Billion Dollar Boy, Lipton Ice Tea is committed to sharing sunshine even during the coldest months. To achieve this, the brand has surrounded itself with a “Fun-shine Team” to bring the pleasures of winter within everyone’s reach. The ultimate goal: to send consumers “on the road to Folie Douce” thanks to a partnership with the famous after-ski concept “La Folie Douce”.

1. From ski station to metro station

The campaign kicked off on January 19 with a disruptive activation at the Opéra metro station in Paris: from “metro station” to “ski station”! The “Fun-shine team”, dressed in yellow and pink ski outfits, and were on hand to brighten up the day for Parisians. Influencer partners such as Lawra Meschi and Femi The Scorpion were also on hand, embodying the positive, jovial spirit that characterizes the brand. In addition to the 3,000 Limited Edition cans distributed, a competition was organized to win a ski holiday for two in Val d’Isère. This opportunity is also available via a game on the Lipton Ice Tea France Instagram page.

See video from the campaign on Instagram here.

2. A major influencer campaign

Following this launch, and as a continuation of the activations already initiated on Snapchat and TikTok at the end of 2023, Lipton continues to address Gen Z throughout January and February 2023 via a large-scale influencer campaign, involving 20 partners. The aim: to recreate the fun of the winter atmosphere, with content and challenges on the theme of “iced tea” to “frosted tea”.

3. A « Par-Tea » 100% Lipton at Val d’Isère ski station

Finally, to round off this totally frosty campaign, the brand is organizing an unforgettable 100% Lipton Ice Tea “Par-Tea” at Val d’Isère’s Folie Douce on February 29, in the presence of partner influencers including DJ Julien Granel, the perfect embodiment of Lipton’s positioning and a symbol of Gen Z. Winners of the competition will have the opportunity to take part in this ultimate experience, strengthening the bond between the brand and its consumers.

Maxime Rozencwajg, Senior Account Director at Billion Dollar Boy, adds: “Creator-centric marketing is helping Lipton maintain its popularity among Gen Z audiences and bring its brand personality to life – ensuring Lipton Ice Tea stays top of mind, even out of season. By launching Lipton Social Hubs – including appointing on-the-ground influencer marketing experts – we’ve been able to co-ordinate highly complex, multi-phase campaigns in the French market with relevant, local nuances and carefully curated creator partnerships. The result is stand-out creator activations and fun, reactive content output tailored to the region.”

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

About Billion Dollar Boy

Billion Dollar Boy (BDB) is a global creative agency for the influencer age, using industry-leading tech solutions to deliver integrated, creator-led advertising and end-to-end campaign management.

Founded in 2014 by Edward East, alongside co-founders Thomas Walters and Permele Doyle, Billion Dollar Boy was among the first global influencer agencies and now has offices in London, New York and New Orleans.

Since its inception, BDB has partnered with some of the world’s leading brands – including Heineken, King, Nintendo, PepsiCo and L’Oréal – connecting them with more than 10,000 vetted content creators.

BDB client campaigns have been awarded at the Cannes Lions, Influencer Marketing Awards, Webby Awards, The Drum Awards and Adweek.

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