Lipton Ice Tea has teamed with TikTok to launch its campaign with an exclusive TikTok LIVE concert streamed from a pirate ship on Sydney Harbour via Mindshare.
The performance was led by Australian artist and 2025 EuroVision representative, Go-Jo, hosted across his TikTok channel and Lipton Ice Tea’s TikTok account over the weekend.
“With 'Tea Changes Everything', we wanted to do more than launch a brand platform - we wanted to create a cultural moment,” said Pepsi Lipton marketing manager Bridget McBride.
“Working with TikTok to stream Lipton Live from Sydney Harbour is a bold, first-of-its-kind activation in Australia that brings our message to life in a way that’s joyful, immersive and deeply relevant to our Gen Z audience.
“Lipton's Ice Tea is all about uplifting mood - our magic ingredient tea transforms how we feel & act.
“This campaign shows how we're using music and entertainment to turn everyday moments into something extraordinary.”
Mindshare worked with WPP Media’s Sports and Entertainment and Influence specialist teams.
"This is a media-first moment that showcases our ability to deliver experiences that resonate with culture,” said Mindshare client director Tayla Wright.
“We saw an opportunity to connect Lipton Ice Tea with Gen Z through music and mood, and the interactive TikTok LIVE is the perfect platform.
“This campaign is a testament to what happens when strategy, creativity and innovation come together to deliver real impact and talkability at scale.”
TikTok is consumed by more than 9.5 million Australians, according to TikTok.
"Going viral on TikTok launched my career and enabled me to authentically reach a new audience,” said Go-Jo.
“I love the intimacy of creating for my online community, and am pumped to be working with TikTok and Lipton to redefine live music experiences in Australia, meeting fans where they are and interacting in real-time."
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