BRIEF

Lipton Ice Tea wanted to make its uplifting character something people could feel through the senses. The brief was to turn the brand into a 4D, multisensory experience; bringing its refreshing taste, consumer benefit and brand promise to life through an emotional response and a distinctive sensory identity across global channels.

SOLUTION

We developed a Sensory Prescription® that defined how Lipton Ice Tea could translate its brand into multisensory assets, providing a shared guide for R&D, design and communications. At its heart was a consumption framework that defined the product experience from a sensory and emotional perspective - from the craving to the gulp and the uplift.

Our neuroscience-based sensory briefs guided the creative development of the global platform ‘Tea Changes Everything’ and an own-able Sensory Signature. The Sensory Prescription® informed every aspect of this signature. From framing the consumption journey to detailing the use of movement, colour, imagery and sound. Together, these elements form an audiovisual sequence in which every detail communicates the product experience and brand promise.

As part of the Sensory Signature, we designed the ‘Lipting’ sonic mnemonic: the distinctive ‘ting’ that accompanies a raised pinkie across global communications. Referencing the sound of a teaspoon touching a teacup, a spark of an idea, and using a musical timbre that evokes associations of refreshment, it connects Lipton’s tea heritage with a moment of mental uplift. Sound and gesture work together to turn the act of drinking into a recognisable brand ritual.

RESULTS

The Sensory Signature is used across global channels as part of ‘Tea Changes Everything’, connecting brand communications through a consistent expression of refreshment and uplift.

From the Sensory Prescription® and consumption framework to the Lipting sonic mnemonic, the work delivered a rich palette of distinctive sensory brand assets and guided new bottle designs and product development. Together, these give Lipton Ice Tea a shared sensory language across its products, packaging and communications.