In a Venn diagram, would there be a lot overlap between conventional iced tea drinkers and flavored malt beverage followers? 

Possibly a sliver, however the launch marketing campaign for Lipton’s first boozy iced tea goals extra at a lake weekend, cooler-toting crowd than the nation membership, Arnold Palmer-swilling set.

Creatives at Founders Company leaned into the popularity of the 133-year-old heritage model for the intro spots, whereas aiming instantly at current consumers of market chief Twisted Tea and different rivals within the rising onerous iced tea class.

The result’s the tagline “Your cup of (onerous) tea” and a sequence of advertisements that say it’s an apparent transfer for the legacy model so as to add a 5% alcohol kick to its flagship beverage. 

The marketing campaign attracts parallels between Lipton’s foray into spiked drinks and the plain delight of an workplace drone who will get an sudden chair swap in “Mechanical Bull.”

In one other spot within the sequence, a man who wears flippers and swim trunks to a billiards sport, mistaking it for a unique sort of “pool celebration,” has clearly misunderstood the invitation.

“The thought was to have the idea grounded in relatability, however then take issues to an absurd degree,” Katie Reid, senior artistic at Founders, who spearheaded the work with Kristin Mizushima, informed Adweek. “There’s a variety of energy on this very apparent transfer from Lipton, so we needed to see how literal we might get with it.”

The marketing campaign, shot in Atlanta this spring, is the primary work for Fifco from Founders after successful the enterprise in late 2022. Fifco, the maker of Lipton Laborious Iced Tea through a take care of model homeowners PepsiCo and Unilever, additionally handles advertising duties. 

As a part of that budding shopper relationship, Founders will now work on one other Fifco drink line, Seagram’s Escapes, in line with Tanya De Poli, the company’s founder and COO.

Booze it up

Trade watchers see largely upside for an entrenched beverage model like Lipton to attempt to break into the liquor area. It’s a part of a development that has included giants like PepsiCo, Coca-Cola and others increasing past their soda and juice mainstays, stated Deb Gabor of Sol Advertising and marketing.

“It’s a me-too transfer,” Gabor informed Adweek. “Everyone’s making an attempt to booze up their choices.”