As unexpected brand partnerships continue to rise in popularity, a fresh collaboration this summer comes from Lipton Ice Tea and streetwear label Cruel Pancake. The collection, titled “That Summer Feeling,” marks Lipton Ice Tea’s first foray into the world of fashion. The ‘90s-inspired, 25-piece clothing line debuted during a pop-up event in Paris last month, showcasing a unique blend of Lipton’s iconic branding and Cruel Pancake’s trendy aesthetic.
Photographer and cinematographer Ludovic Zuili captured the campaign visuals at a photoshoot on the French Riviera, featuring a diverse cast of models ranging from Gen Z influencers to older fashionistas like 92-year-old Andres Garcia-Carro Crespo. This blend of generations highlights Lipton Ice Tea’s multi-generational appeal and sets the tone for the brand’s new marketing strategy.
According to Victoire Binet, global digital marketing director and brand engagement director of Pepsi Lipton, the collaboration with Cruel Pancake represents a shift in Lipton’s marketing approach. While the brand is already a top player in the ready-to-drink tea market in Europe, Binet acknowledges the need to capture the attention of younger generations and move beyond traditional advertising methods.
To achieve this goal, Lipton Ice Tea is expanding into lifestyle and creator-led spaces, taking inspiration from brands like Coca-Cola that have successfully transcended their original product categories. By partnering with a creator like Hugo Philip, the founder of Cruel Pancake, Lipton aims to connect with urban European Gen Zers in a more authentic and engaging way.
The Lipton Ice Tea x Cruel Pancake collection draws on nostalgia for the ‘90s while incorporating modern trends to appeal to a younger audience. The decision to include older models in the campaign also pays homage to Lipton’s heritage and evokes memories of summers past, creating a sense of familiarity and warmth around the brand.
The launch of the collection at a pop-up event in Paris generated significant buzz, with over 1,000 attendees lining up to experience the collaboration firsthand. To reach a wider audience, Lipton and its agency, Billion Dollar Boy, engaged influencers and ambassadors to promote the collection on social media and at music festivals. The brand also targeted the fashion press to generate additional buzz and interest in the collaboration.
The success of the Lipton Ice Tea x Cruel Pancake collaboration has paved the way for future partnerships and initiatives for the brand. Binet envisions even bigger collaborations with brands in the lifestyle and entertainment sectors, such as music festivals. The fashion collection served as a pilot for Lipton’s new marketing strategy, proving the effectiveness of working with creators and influencers to reach a younger audience and drive brand engagement.
Overall, the unexpected partnership between Lipton Ice Tea and Cruel Pancake has not only brought a fresh perspective to the beverage brand but has also opened doors for new opportunities and creative collaborations in the future. By embracing the world of fashion and lifestyle, Lipton is positioning itself as a brand that is not afraid to innovate and connect with consumers in new and exciting ways.