Our team at adam&eveDDB has helped launch ‘Tea Changes Everything’, an uplifting global brand platform for Lipton Ice Tea.

The campaign is launching with swashbuckling film, ‘Pirates’, the first in a series that shows what happens when even the most famously grumpy enjoy the uplifting taste of a refreshing Lipton Ice Tea. What follows is a joyful demonstration of how when we drink Lipton Ice Tea, we’re making a choice to think and act differently – menacing pirates take a sip, then unexpectedly cast aside their murderous intentions.

The campaign introduces Lipton Ice Tea’s new sensory signature; the ‘Lipting’ is a combination of an iconic raised pinkie finger and a distinctive ‘ting’ sound, signalling the uplifting taste that Lipton Ice Tea helps deliver. The ‘Lipting’ sits alongside the brand’s distinctive brand assets and together form the connecting thread across all brand communications. Putting the ting into uplifting and the tea into positivi-tea.