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In a Venn diagram, would there be much overlap between traditional iced tea drinkers and flavored malt beverage fans?
Maybe a sliver, but the launch campaign for Lipton’s first boozy iced tea aims more at a lake weekend, cooler-toting crowd than the country club, Arnold Palmer-swilling set.
Creatives at Founders Agency leaned into the reputation of the 133-year-old heritage brand for the intro spots, while aiming directly at existing buyers of market leader Twisted Tea and other competitors in the growing hard iced tea category.
The result is the tagline “Your cup of (hard) tea” and a series of ads that say it is an obvious move for the legacy brand to add a 5% alcohol kick to its flagship beverage.
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