Lipton Ice Tea and Mindshare launch new brand platform via Go-Jo and TikTok LIVE concert

Lipton Ice Tea has teamed up with TikTok to launch its new brand platform, ‘Tea Changes Everything’, with an exclusive TikTok LIVE concert streamed from a pirate ship on Sydney Harbour.

Dubbed, ‘the only live concert where the viewers can change everything’, the Lipton Live performance was led by Australian artist and 2025 EuroVision representative, Go-Jo, hosted across his TikTok channel and simulcast to Lipton Ice Tea’s TikTok account over the weekend.

Much like Lipton’s new brand platform, ‘Tea Changes Everything’, that highlights how a refreshing sip of Lipton Ice Tea can transform everyday moments, fans tuning into the Lipton Live concert had the opportunity to call the shots in real time, directing everything from fan interactions to a series of live challenges.

Closing out winter, turning up the heat and blending iconic scenery with a dynamic musical experience, Lipton Ice Tea featured throughout the concert via branding and product integrations, supported by co-branded editorial and promotional content before and after the show.

“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,” Pepsi Lipton Marketing Manager, Bridget McBride said.

“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.”

To bring this ambitious campaign to life, Mindshare engaged WPP Media’s Sports and Entertainment and Influence specialist teams, which developed the unique opportunity with TikTok.

“This is a media-first moment that showcases our ability to deliver experiences that resonate with culture. 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,” Mindshare Client Director Tayla Wright said.

TikTok is loved by more than 9.5 million Australians, and as the number one platform for music discovery, the campaign was designed to connect with audiences who embrace music and light-hearted entertainment to de-stress and uplift their mood.

Headlining the show, Australian artist Go-Jo 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 marks the first stage of the new platform, ‘Tea Changes Everything’, with more elements of the campaign to be rolled out in the coming months.