- Lipton Hard Iced Tea is attempting to bridge the generational divide between baby boomers and millennials through a novel spin on party culture in an activation timed for National Iced Tea Day on June 10, in accordance with a press release.
- As a part of the push, the brand is partnering with creators from the Retirement House, a gaggle of senior influencers, to challenge perceptions around senior living. Cruz Corral, an influencer known for his commentary on intergenerational workplace culture, can be onboard.
- To encourage online engagement, the brand is sending the winners of an Instagram-based contest on a visit to Palm Springs, California. The destination is thought for being each a spot to retire and party.
While much of the marketing industry has been focused on capturing the eye of younger consumers, Lipton Hard Iced Tea is on the lookout for common ground and inspiring millennials and boomers to place aside their differences with the message: “Don’t retire the party.” By aiming for a broad appeal, the brand has a chance to spice up awareness beyond what a more narrowly targeted strategy could accomplish.
The social-forward campaign puts a heavy emphasis on content designed to appeal across age groups. The Retirement House content group, which puts its own spin on retirement life, has 6.4 million TikTok followers. Cruz, who goes by champagnecruz on TikTok, has nearly 300,000 followers on the platform. Though TikTok is thought for its popularity amongst younger consumers, boomers have increasingly flocked to the app, mostly for its shopping features.
The campaign arrives because the hard iced tea category continues to grow. While hard seltzer remains to be the king of the beer alternative market, ready-to-drink cocktails and other alcoholic beverages have seen regular growth as consumers search out latest options, with iced tea a perennial favorite.
Lipton Hard Iced Tea, which is brewed by FIFCO USA through a licensing agreement with PepsiCo, isn’t the one brand specializing in bringing generations together. Sprite, which is owned by The Coca-Cola Company, included each younger and older basketball players when it relaunched its iconic “Obey Your Thirst” campaign in 2024.
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