Lipton Ice Tea X
Marc Jacobs
Project Overview
How do you remind a trend-savvy generation that a classic brand still belongs in their world? How do you capture Gen Z’s attention without chasing trends - but instead, by blending unexpected worlds in a way that feels fresh, bold, and playful?
The challenge: make Lipton Ice Tea feel not just relevant, but desirable again.
Solution
As The Middle Kiddos, we knew the answer lay in surprise and style. So, we paired Lipton Ice Tea with an equally iconic but unexpected partner - Marc Jacobs Perfumes - to create “The Missing Piece” campaign.
We reimagined Lipton flavours as vibrant perfume bottle designs, transforming something familiar into something aspirational. Through bold visuals, posters, and playful product concepts, we spoke directly to Gen Z’s love for individuality, aesthetics, and collectability.
The result? A campaign that didn’t just say “we’re still cool” - it showed it. And it earned us a place among the Top 10 campaigns of the 2023/24 Ad Venture x Lipton competition, as the only team representing the UK.
To view the Top 10 groups listed, click here.
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