Lipton Ice Tea is an incredibly popular drink in France, with their flavoured drinks praised by the young adults. To drive awareness of their new packaging initiative – a bottle made from 100% recycled plastic – Lipton came to TikTok to initiate a challenge: show Gen Z the importance of recycling in order to participate in the circular “bottle-to-bottle” scheme.
Trying to win the hearts and minds of your audience in a fun and engaging way? Look no further than a Branded Hashtag Challenge. Through one of TikTok’s most popular solutions, people get to see a brand's personality in the videos created, and are encouraged to share their own content under the same hashtag. Converse, Nike, Mercedes, Clarins and Subway are just a few of the brands that have already run one of these campaigns to great effect.
For Lipton, they launched #LiptonGenerationTri with popular Creators to kick off their campaign, including @joyca, @safir, @hectorlevrai, and @tonydsts. Generation Tri, translating as “generation sorting,” called on everyone to show off their most creative interpretations of recycling and sorting trash.
With a unique track to add to the immersive feel of the videos, content varied from the straightforward to the ridiculous, including drive-by slam dunks, pool-side bin tosses, and dog-friendly park clean ups.
Emilie Vantajol, Marketing Manager Lipton Ice Tea & Pure Leaf at PepsiCo France said, "As a must-have brand among 15-24 year olds, integrating TikTok into our media plans was obvious. In a context where we wanted to raise awareness of recycling among this young target demo, the playful nature of the platform seemed all the more relevant to convey a committed message in a funny way."