Dive Temporary:
- Lipton Exhausting Iced Tea is trying to bridge the generational divide between child boomers and millennials by way of a novel spin on celebration tradition in an activation timed for Nationwide Iced Tea Day on June 10, in keeping with a press launch.
- As a part of the push, the model is partnering with creators from the Retirement Home, a gaggle of senior influencers, to problem perceptions round senior dwelling. Cruz Corral, an influencer recognized for his commentary on intergenerational office tradition, can also be onboard.
- To encourage on-line engagement, the model is sending the winners of an Instagram-based contest on a visit to Palm Springs, California. The vacation spot is thought for being each a spot to retire and celebration.
Dive Perception:
Whereas a lot of the advertising business has been targeted on capturing the eye of youthful customers, Lipton Exhausting Iced Tea is on the lookout for frequent floor and inspiring millennials and boomers to place apart their variations with the message: “Don’t retire the celebration.” By aiming for a broad enchantment, the model has a chance to spice up consciousness past what a extra narrowly focused technique may accomplish.
The social-forward marketing campaign places a heavy emphasis on content material designed to enchantment throughout age teams. The Retirement Home content material group, which places its personal spin on retirement life, has 6.4 million TikTok followers. Cruz, who goes by champagnecruz on TikTok, has almost 300,000 followers on the platform. Although TikTok is thought for its reputation amongst youthful customers, boomers have more and more flocked to the app, largely for its procuring options.
The marketing campaign arrives because the laborious iced tea class continues to develop. Whereas laborious seltzer continues to be the king of the beer various market, ready-to-drink cocktails and different alcoholic drinks have seen regular development as customers hunt down new choices, with iced tea a perennial favourite.
Lipton Exhausting Iced Tea, which is brewed by FIFCO USA by way of a licensing settlement with PepsiCo, isn’t the one model specializing in bringing generations collectively. Sprite, which is owned by The Coca-Cola Firm, included each youthful and older basketball gamers when it relaunched its iconic “Obey Your Thirst” marketing campaign in 2024.
