LIPTON

HAVE SOME TEA WITH COUSIN T

In a year that saw families separated by the pandemic, Lipton aimed to connect with consumers with a campaign to promote togetherness, and inspire everyone to taste the flavor of breaking free from every day life by reclaiming their family time.

To launch Lipton’s new flavors in market, this campaign tapped none other than T-Pain to play the role of Cousin T, the fun-loving relative we all seem to know who has a knack for showing up out of nowhere with good vibes and a whole lot of tea.

Inspired by sitcoms of the 90s, this episodic series of videos spoofs the genre with laugh tracks, audience applause, and an undeniable charm that always brings the tea.

Media Mentions: Adweek, AdAge, Complex, Yahoo News, CampaignUS, Muse By Clio, Black Enterprise, Beverage Industry.

Campaign Elements: online video, social content, experiential, social activation.

Episode 1: Dinner With T

EPISODES

GRILLIN’ WITH T

ROAD TRIP WITH T

SOCIAL

TikTok content gave fans gave consumers a behind-the-scenes experience with Cousin T. With these, T-Pain fans were able to connect with the naturally funny musical artist while watching him prepare for his role as Cousin T.

EXPERIENTIAL

We brought everyone’s favorite cousin, Cousin T, to Nashville to host a community celebration!

The Lipton Fam Fest was a block party celebrating the Nashville Black Market for their work in the Nashville community.

SOCIAL ACTIVATION

Leading up to block party, the Lipton Fam Fest Contest was promoted in-store via social and digital ads.

Over a seven week period, community members were inspired to nominate leaders in their community they believed deserved to be recognized. As nominations came in, seven contest semi-finalists were chosen to each receive a $10,000 grant for their organization, and the grand prize winner was selected to have the block party thrown in their honor.