Lipton Ice Tea goes big with refreshing creator-led Australia campaign
Lipton Ice Tea is reaching out to Australians with a larger-than-life creator-led campaign devised in partnership with influencer agency Billion Dollar Boy.
TikTok star Matt Storer is the first creator to be placed front and center for #PassTheSunshine, serenading the citizens of Melbourne from the largest digital billboard in the country.
Taking his cue from the city's renowned busking community Storer performs a branded rap before passing the baton of a bottle of Lipton Ice Tea to other creators looking for a minute of fame.
The fortnight-long digital out-of-home, social media and experiential activation will see a conveyor belt of Australian talent take to the prominent Bourke Street screen in the heart of the city's shopping district to sing the praises of ice-cold refreshment.
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Helping to raise brand awareness the activity directs the public to a pop-up experience, where free samples will be distributed to thirsty shoppers.
April Adams-Redmond, global chief marketing officer of Pepsi Lipton said: “The #PassTheSunshine message perfectly captures those moments of joy we’d love our consumers to share in and pass onto others.”
Ed East, global CEO and co-founder of Billion Dollar Boy adds: “The creator industry has evolved significantly beyond the social media platforms it started on; seeing Lipton’s ‘Pass The Sunshine’ campaign goes live on a 28-meter billboard is a ringing endorsement of the power creators have to inspire across a variety of media channels.”
The three-prong activation includes accompanying social media activity designed to replicate the in-person effect on TikTok, amplifying the messaging well beyond Melbourne's city limits.