• by Fern Siegel , June 21, 2024

Lipton Ice Tea has launched a new campaign — "Save Our Summer"— that targets Europe.

The work by adam&eveDDB was created in collaboration with Designbridge & Partners and OMD.

The SOS Squad, sporting bright yellow uniforms, rescue workers and beachgoers from common summer problems in a humorous way. Whether wearing a shark suit to clear a crowded pool or setting off sprinklers at work, the Lipton team is determined to make summer better. And it's all done to the 1990s hit 'Ice Ice Baby."

An outdoor element includes the SOS Squad handing out bottles of SOS-themed Lipton Ice Tea across Europe.

The agency expects the campaign to reach more than 200 million customers in France, Turkey and Poland alone. As well as TV and online spots, the campaign will feature Snapchat filters, TikTok activations, weather-triggered outdoor and digital ads, sampling activations, in store and on-pack marketing.

Mark Shanley, adam&eveDDB creative director, said: “It’s a bold departure from past work on Lipton Ice Tea, which has depicted a more idealized version of summer. Some bits of summer suck, and by using humor to face the more troublesome truths of the season, we are keeping Lipton Ice Tea’s summer spirit alive while delivering a more memorable take on a much-loved summer drink.”

Lipton is a joint venture between Pepsi and Unilever.

Agency work for adam&eveDDB includes Amazon, Lucozade, PlayStation, Eurostar and and Mars.

Separately, adam&eveDDB just expanded its global footprint with a new office in San Francisco. Caroline Winterton leads New York and West (San Francisco) as CEO.