Billion Dollar Boy
Pass the Sunshine by Lipton Ice Tea
The "Pass the Sunshine" campaign by Billion Dollar Boy and Lipton Ice Tea won the Best Food & Drink Campaign at the Global Influencer Marketing Awards for its innovative approach to revitalising a 60-year-old brand for Gen Z Australians. Tasked with making Lipton Ice Tea the most talked-about non-alcoholic drink on TikTok, the campaign leveraged Australia’s top TikTok creators and musician Matt Storer to create a vibrant, joy-spreading movement.
With tight timelines, the campaign excelled in integrating experiential, social, influencer, and paid activations. A groundbreaking move included showcasing creators on Australia's largest digital out-of-home billboard, seamlessly merging digital and real-world engagement. This creator-led DOOH campaign, a first for Lipton, resonated deeply with the target audience, resulting in a 14% sales uplift and 9 million total views. By putting creators at the heart of the strategy, the campaign successfully brought the brand’s sunshine to life across platforms.
Judges Comments
“Australia is such a difficult market to get good results in terms of engagement so this campaign stood out to me. The song is also a high point.”
