Bestads Best of the Week: Lipton Ice Tea Benelux’s ‘Ice Tea Insurance’ via TBWA NEBOKO/TBWA Belgium
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Lipton Ice Tea Benelux’s ‘Ice Tea Insurance’ via TBWA NEBOKO / TBWA Belgium.
The spot was selected as the winner in TV by this week’s guest judge Marcella Coad, VP, Group Creative Director at Innocean USA.
Many consumers have experienced ordering an iced tea at a café, expecting the familiar taste of Lipton Ice Tea, only to be served something entirely different. To address this common mix-up, the brand has partnered with iconic rapper and actor Ice-T to introduce ‘Ice Tea Insurance’ in the Netherlands and Belgium. The light-hearted initiative is designed to ensure iced tea drinkers receive the original they expect.
“I love this because of the bigger idea over the TV execution specifically,” says Coad. “The ‘tea insurance’ for non-Lipton (“fake ass tea”) is a fun idea that feels ownable. And having Ice-T to announce it feels like a wonderful collaboration – also a somewhat surprising spokesman for the Belgium market. It has a fun tone and really leans into Ice-T’s personality in an authentic way.”
Read Marcella’s full review here.
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