THE BRIEF
Lipton Ice Tea approached us with a clear ambition: to stand out in an increasingly crowded beverage market. The goal was to bring Lipton’s core promise—a touch of sunshine in everyday life—to life through a distinctive, globally resonant brand asset that builds recognition and stirs a craving for that first cold gulp of iced tea.
THE CULINARY IDENTITY
What’s the ultimate, globally recognized symbol of tea drinking? Exactly—the upturned pinky. A gesture long associated with tradition and tea time, now subverted and reclaimed to express the bold energy of Lipton Ice Tea for a new generation.
Enter The Lipting: a raised pinky, sealed with a signature “ting”—a subtle nod to the sound of a spoon tapping a porcelain teacup. We’ve turned a familiar gesture into a new, ownable brand asset that captures the uplifting spirit of Lipton Ice Tea.
To stimulate the senses and showcase the product, we designed a distinctive consumption sequence: An ice-cold bottle pulled from an ice bucket. Condensation catching the light. A long, refreshing gulp. And finally, the pinky lift—the Lipting.
The Lipting sits at the heart of Lipton’s new global creative platform: Tea Changes Everything. It’s universal, emotionally resonant, and easy for consumers to adopt—making it more than a gesture.