Lipton
CPG
Launch
Lipton Hard Iced Tea | Launch PR Campaign
1.06 billion earned impressions, no paid support.
The Challenge
Lipton faced a defining moment
Entering an oversaturated summer market, Lipton needed immediate breakthrough without paid support, complicated by staggered rollout and no e-commerce integration and limited distribution.
Our Approach
How we made it move
We engineered a strategic earned media blitz for both reach and relevance. Through targeted pre-pitching, National Iced Tea Day activation, and a radio drop program, we created sustained momentum across local, national, and multicultural outlets.
The Impact
Results that mattered
1.06B+
Earned impressions
35+
Organic media requests
$0
Paid support
- Generated 1.06 billion+ earned media impressions
- Secured coverage across premium outlets despite limited affiliate access
- Triggered 35+ additional organic media requests post-launch
- Inspired journalists to post about the brand on personal channels
- Established a replicable PR blueprint for future beverage launches
