Lipton Hard Iced Tea’s Launch Campaign Will Have You Saying ‘Obviously’

“Obviously, the sky is blue. Obviously, dogs are cute. Obviously, you’re going to pull a “push” door. Obviously Lipton, America’s heritage tea brand, is the right choice for a hard iced tea. This is the first thought we had when FIFCO came to us with the brief,” remarks CCO of Founders Agency, Checha Agost Carreño.

The campaign from the independent Founders Agency makes the absurd obvious in a series of outlandish spots that set up the punchline that there’s nothing more obvious than Lipton Hard Iced Tea. From a boss riding a mechanical bull in the office, to a photo booth turned oil-painting session, to a pool and billiards party mix up, the deadpan comedy delivers a refreshing take on hard tea.

“With a new brand there’s always a bit more creative freedom and it’s even more fun when you get to pitch ideas like ‘let’s put a mechanical bull in the middle of an office space,’” stated the creative duo from Founders Agency, Katie Reid & Kristin Mizushima, behind the idea.

The new product is set to launch in select markets in the United States in 2023, and nationwide in 2024. Consumers can find a variety pack of four refreshing flavors: Lemon, Peach, Strawberry and Half & Half; all made by FIFCO USA using real Lipton tea.

“Lipton Hard Iced Tea is what you want hard iced tea to taste like,” said Lisa Texido, brand director for Lipton Hard Iced Tea. “We created the recipe to make sure that the smooth, balanced flavor people love about Lipton iced tea really came through. I think people are surprised that a hard iced tea can be this delicious – it’s a must-try.”