Lipton Hard Iced Tea Launch PR Campaign

Task:

Entering an oversaturated summer market, Lipton needed immediate breakthrough without paid support, complicated by staggered rollout and no e-commerce integration and limited distribution.

Solution:

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.

Outcomes:

• 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