Lipton Ice Tea has launched its new brand platform, Tea Changes Everything, with a TikTok LIVE concert streamed from a pirate ship on Sydney Harbour.
The event, Lipton Live, featured Australian artist and 2025 Eurovision representative Go-Jo, streamed via his TikTok channel and simulcast on Lipton Ice Tea’s account. Viewers were able to influence the concert in real time, directing interactions and challenges throughout the performance.
Bridget McBride, Pepsi Lipton Marketing Manager, said: “With ‘Tea Changes Everything’, we wanted to do more than launch a brand platform – we wanted to create a cultural moment.
“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.”
The activation integrated Lipton branding and product placements, supported by editorial and promotional content around the event. Mindshare worked with WPP Media’s Sports and Entertainment and Influence teams to deliver the partnership with TikTok.
“This is a media-first moment that showcases our ability to deliver experiences that resonate with culture,” Tayla Wright, Mindshare Client Director, said.
“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, with more than 9.5 million Australian users and a key platform for music discovery, was positioned as the primary channel to connect with younger audiences through music and entertainment-led content.
Headlining the show is Australian artist Go-Jo, he said: “Going viral on TikTok launched my career and enabled me to authentically reach a new audience.
“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.”
Lipton Live presented by TikTok is the first phase of the Tea Changes Everything platform, with further activity planned in the coming months.