Lipton recently enlisted rapper T-Pain in a new series of sitcom-inspired digital ads dubbed 'Have Some Tea with Cousin T.' The new campaign promotes the brand's new Southern Sweet Tea, Georgia Peach Tea, and Green Tea variants. The campaign features '90s comedy tropes that center around family and unity. The new commercials will be aired across social media and television.
"The idea of being front-and-center at the moment where families are getting back together … the broader piece is really reinforcing that connection," said Chauncey Hamlett, vice president and chief marketing officer for PepsiCo Beverages North America, South Division. "Part of it is being able to, from a media and a culture standpoint, be somewhat disruptive with an influencer-forward approach."
Rapper-Cast Ice Tea Commercials
Lipton Enlists T-pain as 'Cousin T' in a New Sitcom-Inspired Ad
Trend Themes
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Industry Implications
1. Beverage Industry - Disruptive innovation opportunity: Incorporate cultural references and celebrity endorsements to refresh brands and attract new customers.
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