Lipton fills Think HQ’s cup as agency wins three brands in iconic tea portfolio following pitch

Fully-integrated positive change agency Think HQ has significantly expanded its remit with global tea leader Lipton Teas and Infusions in the Australian market, retaining hero brand Lipton and adding true blue brew Bushells and premium herbal tea range PUKKA to its roster after a competitive four-way pitch for the iconic family of brands.

Under the broadened remit, Think HQ will deliver strategic planning, creative, social, activations and PR for all three brands.

The work will build on the success achieved for the Lipton brand over the past four years by Sydney-based agency LOUD, and more recently, by Think HQ after it acquired the business last year.

The expanded remit is testament to the strength of the agency-client relationship, the quality of work, and the seamless transition of the LOUD team into Think HQ that provides Lipton with both continuity of service for its hero brand, and access to a broader array of capabilities for its brand portfolio under Think HQ’s all-in-house, fully integrated offering.

Says Jen Sharpe, Founder & Managing Director at Think HQ: “What a sensational way to kick off our 15th year in business! This was our first major pitch since acquiring LOUD last year and is a great endorsement by the Lipton team that they believe in our unique blend of purpose and integrated thinking.”

Adds Wellison D’Assuncao, Creative Director at Think HQ: “We are so glad that we can keep building on the great work we’ve done with Lipton and that we have been able to bring two additional iconic brands into the agency in Bushells and PUKKA.”

Says Sarah Shen, Head of Marketing ANZ Lipton Teas and Infusions: “We chose Think HQ as we have been so impressed by what they’ve already done with Lipton, and for their superior pitch for PUKKA and Bushells. Think HQ’s integrated services offering across strategy, creative, social, activations and PR, is the right fit for Lipton’s portfolio of brands, giving us confidence that we have the right partner to continue to drive our growth and investment in the Australian market.”

Work is already underway on each of the distinct trio of brands – with global powerhouse Lipton the world’s number one tea, the everyday value positioning of much-loved Australian heritage icon Bushells, and PUKKA, one of the leading brands in the fruit and herbal teas segment that is rapidly expanding as consumers seek healthy beverage options.

The winning start to 2025 follows a highly successful 2024 that saw Think HQ significantly expand its presence in Sydney and become one of the largest Australian-owned and headquartered agencies to achieve B-Corp certification.