Lipton Ice Tea x Cruel Pancake ‘That Summer Feeling’

The Challenge

Lipton Ice Tea, a heritage beverage brand, needed to find a way to connect with Gen Z without the inauthenticity that typically comes from a legacy brand trying to buy cultural relevance. The challenge was not just to reach a new audience but to genuinely earn a place in their world.

The Strategy

The team made the bold decision to break out of the beverage category entirely and into fashion, partnering with cult streetwear brand Cruel Pancake, led by creator Hugo Philip. The collaboration was conceived as a genuine fusion of two brand worlds: a 25-piece collection blending Cruel Pancake's bold 90s aesthetic with Lipton's sunny, feel-good identity. This was Lipton's first ever fashion collaboration, and it was designed from the start to feel like a cultural event rather than a marketing campaign.

The Work

In just 24 hours, the team built a bold Paris pop-up store and launched a social-first rollout, including a custom Lipton-themed game that unlocked access to the collection. Global creators from nine markets amplified the clothing line, reaching nearly 100 million followers. The fusion of Lipton's legacy and Cruel Pancake's cultural edge created genuine excitement among Gen Z audiences across Europe and beyond.

Results

The campaign generated 70 million impressions, €2.4 million in sales, and over 1,500 fans lining up at the Paris pop-up.

The Judges' Verdict

"This campaign is exemplary. The creative strategy stands up almost on its own, and the influencer selection has clearly played its part in the results."