Pepsi Lipton International has unveiled Tea Changes Everything, a bold and cheerful global brand platform for Lipton Ice Tea, developed in collaboration with creative agency adam&eveDDB. The launch marks Lipton’s most significant global campaign in over a decade, supporting a wider brand repositioning strategy aimed at boosting its presence in the ever-evolving beverage market.
The campaign kicks off with a spirited film titled Pirates, a tongue-in-cheek short directed by David Wilson and produced by Riff Raff. In the spot, a fearsome group of pirates is transformed after tasting the refreshing sweetness of Lipton Ice Tea. What begins as a scene of intimidation quickly becomes a raucous, sunlit party — complete with music, dancing, and a joyful rendition of Tiny Tim’s Livin’ in the Sunlight, Lovin’ in the Moonlight. The message is simple: Lipton Ice Tea has the power to turn even the sourest situations into moments of unexpected joy.
Supporting the new brand platform is a sensory identity known as the “Lipting” — a combination of a raised pinkie gesture and a playful “ting” sound — designed by agency partners at Design Bridge. The Lipting acts as an audio-visual symbol for the light-hearted transformation Lipton promises with every sip. This quirky branding element will feature across all communications, from packaging and advertising to social and experiential activations.
April Redmond, Chief Marketing Officer at Pepsi Lipton, explained the thinking behind the platform: “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.”
Mark Shanley, Creative Director at 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’.”
The campaign is set for a global rollout, beginning in Europe and expanding across key markets. It will appear on television, cinema screens, digital video, and social media, as well as through outdoor advertising and in-store activations. A comprehensive media and promotional plan includes PR, sampling, influencer collaborations, and branded content aimed at reinforcing Lipton’s message of upliftment and positivity.
With Tea Changes Everything, Lipton Ice Tea is doubling down on what sets it apart: lightness, humour, and an unmistakably cheerful spirit. In a crowded category, this campaign aims not only to refresh but to surprise — one pinkie and one “ting” at a time.
