Chuck Studios

THE BRIEF
Lipton Ice Tea approached us with a clear ambition: to stand out in an increasingly crowded beverage market. The goal was to bring Lipton’s core promise—a touch of sunshine in everyday life—to life through a distinctive, globally resonant brand asset that builds recognition and stirs a craving for that first cold gulp of iced tea.

THE STRATEGY
Sodas are made to refresh. Lipton Ice Tea is made from tea—duh—but people forget that. So we reminded them. We brought the tea back to Lipton Ice Tea.

THE CULINARY IDENTITY
What’s the ultimate, globally recognized symbol of tea drinking? Exactly—the upturned pinky. A gesture long associated with tradition and tea time, now subverted and reclaimed to express the bold energy of Lipton Ice Tea for a new generation.

Enter The Lipting: a raised pinky, sealed with a signature “ting”—a subtle nod to the sound of a spoon tapping a porcelain teacup. We’ve turned a familiar gesture into a new, ownable brand asset that captures the uplifting spirit of Lipton Ice Tea.

To stimulate the senses and showcase the product, we designed a distinctive consumption sequence: An ice-cold bottle pulled from an ice bucket. Condensation catching the light. A long, refreshing gulp. And finally, the pinky lift—the Lipting.

The Lipting sits at the heart of Lipton’s new global creative platform: Tea Changes Everything. It’s universal, emotionally resonant, and easy for consumers to adopt—making it more than a gesture.

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