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Monday, July 15, 2024

Lipton Launches Australia’s Biggest Creator-led Campaign

Leading drinks brand, Lipton Ice Tea, has announced the launch of #PassTheSunshine, its biggest ever creator-led campaign in Australia in partnership with global influencer agency, Billion Dollar Boy, to refresh Melburnians with some sunny and uplifting content.

The #PassTheSunshine campaign strategy is designed to generate talkability, promote positive brand sentiment and grow awareness of the Lipton Ice Tea brand – driven by the creators with a combined potential 40 million organic impressions.

The 14-day campaign features a diverse range of six of Australia’s biggest creator talents in a combined digital out-of-home (DOOH), social media and experiential activation to raise brand awareness and to encourage acts of kindness.

The campaign began on 15th February 2023 in Bourke Street, Melbourne – one of Australia’s largest and busiest shopping districts – and will be executed in three stages.


Content creator and viral sensation, Matt Storer, known for his comedic paradies and musical skits on TikTok, launches the campaign, appearing on the 28 metre tall Bourke Street Mall billboard – Australia’s biggest full motion, high resolution digital billboard.

Embracing the spirit of Melbourne’s eclectic busking community, Storer performs his one-minute long original, bespoke campaign song, ‘Pass The Sunshine,’ with lyrics appearing as subtitles.

The advert encourages Melbourne – named the ‘friendliest city in the world’ – to perform random acts of kindness, with Storer passing a Lipton Ice Tea to other creators guest-appearing in the billboard – including: comedic social media personalities, Nathan Lust and Angelo Marasigan; best friends and mature creators, Ginger and Carman; differently-abled comedic creator, Jimmy Jan; and prominent children’s entertainer, Tsehay Hawkins. The song finishes with Storer offering a Lipton Ice Tea to passers by in a 3D effect.

Social media

The social media activation is live for the duration of the two-week campaign, replicating the DOOH advert on Lipton Ice Tea’s social channels.

The DOOH content is also adapted by the supporting creators across TikTok in duet and remix performances of ‘Pass The Sunshine’, designed to encourage their audiences to create unique versions of the song and spread the campaign message.

Successful participants will have the potential to feature on the digital billboard alongside Australia’s top TikTok talent.


Lipton Ice Tea is also hosting an in-person pop-up at the Bourke Street mall billboard location on 22nd and 23rd February. The visiting public will be offered free samples of Lipton Ice Tea ‘No Sugar’ and the opportunity to film with a production crew on-site from 8:30-15:30 AEDT to also be in with a chance of featuring on the nation’s largest digital billboard.

The campaign represents the start of a new partnership between Lipton and Billion Dollar Boy, who will also operate as the drinks brand’s exclusive global social media partner for reactive creator-led content.

April Adams-Redmond, Global Chief Marketing Officer of Pepsi Lipton said: “At Lipton Ice Tea we believe that happiness can be found in small, everyday moments in life. Lipton Ice Tea is all about being that perfect refreshment to uplift these moments, especially when enjoyed with others. The #PassTheSunshine message perfectly captures those moments of joy we’d love our consumers to share in and pass onto others. We are proud to launch our biggest ever creator campaign in Australia, on the nation’s largest digital billboard, and with no other than some of the country’s most popular and creative influencers to spread the sunshine!”

Ed East, Global CEO and co-founder of Billion Dollar Boy, said: “We’re proud to support Lipton Ice Tea on its biggest ever creator campaign in Australia. The creator industry has evolved significantly beyond the social media platforms it started on; seeing Lipton Ice Tea’s ‘Pass The Sunshine’ campaign go live on a 28 metre billboard is a ringing endorsement of the power creators have to inspire across a variety of media channels. As the industry evolves, we’re continuing to push the boundaries of the creator economy and are excited to explore the new opportunities it presents.”

Matt Storer, content creator, commented: “I like to think I could write a catchy tune about anything, but didn’t quite expect to be writing one about Ice Tea. It was a unique and rewarding challenge and I think we nailed exactly what we were aiming for. It’s still happily stuck in my head, and I had to listen to it more than anyone else, so that’s saying something.”


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