A refreshing campaign to launch Lipton’s new mocktails
Bringing the coolest dancefloor to South Africa’s hottest festival.
Lipton Ice Tea wanted to launch their new mocktail range in style. Getting drinks in hands and building hype with their millennial audience. So we created an activation that was just as refreshing as Lipton’s new range.
Johannesburg’s In The City Festival was the summer’s hottest festival. With temperatures reaching 29°C, it was the perfect chance to bring Lipton’s new mocktails to the people. But it wasn’t just about handing out samples. We brought physical and social engagement together by creating the world’s first tweet-activated raining stage: The Lipton Refreshtival. The more the audience tweeted #HowRefreshing, the more it rained on the dancefloor. Helping dancers cool off in the sweltering heat.
Lipton Refreshtival became the coolest dancefloor at the festival. Literally.
#HowRefreshing trended on Twitter 1.1 million impressions Over 12,000 samples handed out