Lipton Ice Tea | Billion Dollar Boy

The objective

Bringing the ‘sunshine of the brand’ ​to a new audience​

After more than 60 years in business, Lipton Ice Tea is the number one ​ice tea brand globally. It’s fair to say it has made its mark.​

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The brand was actively advertising in Australia, using the handle @liptonicetea for about 16 months prior to partnering with ​Billion Dollar Boy.​

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It tasked the marketing agency to ‘bring the sunshine of the brand’ to ​the people of Australia by collaborating with some of the market’s most relevant creators, to produce a ‘larger-than-life’ digital out of home and TikTok campaign. ​

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Its goal? To reach 100% of all 18-35 year old Australians active on TikTok and make Lipton Ice Tea the most talked about non-alcoholic beverage brand on the platform.​

The solution

Driving video views and awareness with an original sound​

The campaign was centred around a bespoke sunshine anthem, written and performed by the Australian comedic music creator, Matt Storer. ​

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Visually, the campaign featured ‘sip-sized’ moments filled with joy, with each creator showcasing their own joy by building unique content in a locally relevant way. All, of course, connected by the bespoke sound created for the campaign. ​

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To begin with, Billion Dollar Boy focused on driving video views in order to generate strong awareness of both the campaign and product. To do so, it used a small portion of the overall budget to test a small Reach Objective. This approach - which drove two million impressions for the campaign - enables brands to show their ads with the maximum number of impressions in their targeted audience at the most efficient price.​

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However, the campaign really took off when Billion Dollar Boy implemented Spark Ads to deliver the content from the creators channels to a wider audience. After optimising for video views, the agency was able to reach an audience that was both substantial and relevant. As well as this, Lipton Ice Tea brought this online campaign into the physical world by showcasing TikTok superstars on Australia’s biggest digital OOH screen on Bourke St, in Melbourne. ​

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Ongoing support from their TikTok account manager, also allowed Billion Dollar Boy to consolidate ad sets and audiences to be more efficient, set benchmarks for the vertical and region so that it could continually compare their standard of performance, and provide Lipton with evidence-based feedback.​

The results

Drinking in their success​

Thanks to its use of clever creative, coupled with Spark Ads, Lipton Ice Tea successfully reached 100% of all 18-35 year old Australians active on TikTok. Video Views for the campaign had a six-second View Through Rate of nearly 24% versus the vertical and regional benchmark of 5-6%. Additionally, the Cost Per Mille was just £1.93, some 40-80p below the standards in the vertical. ​

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Lipton Ice Tea - which was running other advertising off platform - also confirmed that it saw a 15% sales uplift in Australia during the two weeks the campaign was running.​

TikTok is a key strategic platform for Lipton Ice Tea, globally as much as in Australia. What is so interesting about TikTok for us, is that it’s a ‘yellow’ channel (referring of course to the Kantar Needscope), and Lipton Ice Tea is as yellow a Brand as you can get. It’s the most important channel at the moment for us to reach our Gen Z consumer and we feel TikTok allows us the opportunity to bring to life our true brand personality: cheeky, uplifting, spontaneous.

Victoire Binet​, Global Digital Marketing and Brand Engagement Director,

Pepsi Lipton