The Launch of Lipton Hard Iced Tea - Bringing the Generations Together

If the generations can agree on one thing, it’s this Summer favorite …

Source: Lipton

Just in time for National Iced Tea Day (who knew?!?), and just in time for Summer, Lipton launched their first hard iced tea. While the brand isn’t the first in the hard iced tea market, this product extension still makes a ton of sense for the leader in tea to have a say.

And the brand enters loud … with a bold launch that brings the generations together (“Millennials and Boomers”) to “don’t retire the party” with a meet-up in Palm Springs, CA to enjoy the beverage together. Somthing they both can agree on …

If you’re a brand that’s not first in, then you have to be bold and this makes a statement that is for sure. And it riffs of a trend of generational sharing that is happening in the moment.

I’m interested to see how the brand extension takes off in this crowded space and how it’s able to leverage its equity to build sales … so I’ll be watching for that as well as any marketing sequels to this campaign because it could be rich. Feels like they’ve just scratched the surface and there could be lots more coming!

What’s your experience? JIM

P.S. - I live in New York but I also live in Palm Springs so as I myself “bridge” I’ll be curious to see how my friends react to this campaign as well! :)