Lipton Ice Tea launches creator-led campaign in Australia via Billion Dollar Boy
Lipton Ice Tea has launched an experiential, creator-led campaign in Australia, supported by global influencer agency Billion Dollar Boy, encouraging random acts of kindness.
The campaign, #PassTheSunshine, is launched across digital out-of-home (DOOH), social media and experiential activation to raise brand awareness.
The DOOH elements will kick off with a 28-metre-tall billboard in Bourke Street Mall Melbourne. It includes a bespoke song ‘Pass The Sunshine’ created by TikTok creator Matt Storer.
He will be seen passing a Lipton Ice Tea to other guest-appearing creators, including Nathan Lust and Angelo Marasigan, Ginger and Carman, Jimmy Jan, and Tsehay Hawkins. Storer will then offer a Lipton Ice Tea to passers-by in a 3D effect.
The social media activation will run for the duration of the two-week campaign, with a social adaption of the ad in DOOH format.
Additionally, an in-person pop-up will appear at the Bourke Street mall billboard location, offering the public free samples of Lipton Ice Tea, a chance to participate in an on-site production, and an opportunity to be featured on the billboard.
The campaign marked Billion Dollar Boy as Lipton’s global social media partner for reactive creator-led content.
Global CEO and co-founder of Billion Dollar Boy, Ed East, added: “The creator industry has evolved significantly beyond the social media platforms it started on; seeing Lipton Ice Tea’s ‘Pass The Sunshine’ campaign go live on a 28 metre billboard is a ringing endorsement of the power creators have to inspire across a variety of media channels.
“As the industry evolves, we’re continuing to push the boundaries of the creator economy and are excited to explore the new opportunities it presents.”
Global CMO of Pepsi Lipton, April Adams-Redmond, said: “At Lipton Ice Tea we believe that happiness can be found in small, everyday moments in life. Lipton Ice Tea is all about being that perfect refreshment to uplift these moments, especially when enjoyed with others.”
Matt Storer added: “I like to think I could write a catchy tune about anything, but didn’t quite expect to be writing one about Ice Tea.
“It was a unique and rewarding challenge and I think we nailed exactly what we were aiming for. It’s still happily stuck in my head, and I had to listen to it more than anyone else, so that’s saying something.”
The campaign launches on 15 February.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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