Chuck Studios
, the global food advertising specialist, is turning conventional branding on its head by creating a new distinctive asset for Lipton Ice Tea, that goes beyond the expected logo and category codes: the Lipting – the latest creative collaboration between Chuck Studios, Pepsi Lipton (a joint venture between PepsiCo and Unilever) and other agency partners.
To help Lipton Ice Tea stand out in a cluttered marketplace, the brand decided to go back to their roots and rediscover their unique tea story, adding that touch of sunshine to the everyday. Using this insight, Chuck Studios designed a distinctive brand ritual inspired by the universally recognized tea-time gesture of a raised pinkie (or little finger!). By subverting its use and placing it at the heart of different stories the brand reclaims the pinkie for a new generation, and it now represents the power of Lipton Ice Tea.
The ‘pinkie’ is paired with a unique ‘ting’ sound, representing a signal of positive change through the sound of a teaspoon tapping on the side of a teacup. The unique combination of the pinkie and the ting become the new sensory signature, the Lipting, a playful and confident signifier of the summer feeling Lipton Ice Tea brings.
This has been adopted by all markets globally as part of a new global creative platform, ‘Tea Changes Everything’, developed by adam&eveDDB London, with the Lipting sitting at the heart of the brand’s storytelling.
To frame the signature moment, Chuck Studios created an entire Culinary Identity including a unique consumption sequence: an ice-cold bottle is pulled from a chilled ice bucket, condensation glistening; a wave of refreshment rushes in as the drinker takes a generous gulp, and finally, the raised pinkie seals the moment of positive change.
From art direction to taste cues, every frame is infused with Chuck Studios’ unique tabletop expertise, a visual language that goes beyond branding to showcase how a product is experienced. The result is a culinary identity that doesn’t just tell the story of Lipton Ice Tea – it lets the audience feel it.
Olaf van Gerwen, global creative director at Chuck Studios, commented: “Our mission is to create iconic Culinary Identities for food and drink brands—and with Lipton Ice Tea, we saw the perfect opportunity to craft something truly memorable. The Lipting, which consists of the unique pinkie and the accompanying ‘ting’, and the signature consumption sequence is more than just a gesture; it’s a bold brand asset that captures the uplifting, joyful experience of drinking Lipton. We’re proud to see it integrated in global and local campaigns.”
April Redmond, Global Chief Marketing Officer at Pepsi Lipton commented: “Lipton Ice Tea is all about refreshment with a lift, and we wanted a way to express that in a way that would resonate globally. The ‘Lipting’ feels playful yet meaningful, something consumers can adopt as their own. We’re excited to see how audiences respond to this new ritual and how it helps build deeper, more emotional connections with Lipton Ice Tea across different markets”
