Served Ice Cold, Loved Hot: The Lipton Website Relaunch Wows Gen Z and Deutscher Agenturpreis

Background and Challenge

Hot or cold? For Lipton’s Gen Z audience, the answer was clear: definitely Ice Cold. This strong preference led to a strategic move – separating the product worlds of Lipton Hot Tea and Lipton Ice Tea. Our mission: to create a standalone website for Lipton Ice Tea that would engage and excite a younger audience while reflecting their digital habits and expectations.

Approach and Realization

The goal was to build a vibrant, modern website full of imagery and bold colors – tailored to the tastes of Gen Z. We developed the site using the Drupal content management system and crafted a targeted content strategy aligned with the audience's interests and online behavior.

One key insight: Gen Z primarily visits websites to get information. As a result, we focused on making the FAQ section especially clear and helpful. SEO optimization further improved visibility and helped users find the site more easily through search engines.

We structured the content using content pillars such as "Occasional Recipes", "History", and "Products", offering clarity, orientation, and relevance.

To create an emotional connection and gain deeper insights into user preferences, we developed an engaging and playful interactive quiz. Through seven entertaining questions enhanced by animated memes, users discover their "Perfect Match" – the Lipton Ice Tea flavor that fits their personality. The frontend was built in React, supported by a backend API that delivers the personalized result.

Beyond entertainment, the quiz aimed to generate first-party data and consumer insights to enable personalization and precise media targeting.

Results

The new Lipton Ice Tea website was launched in multiple countries and languages, including the USA, UK, Italy, France, Netherlands, and Portugal.

Since the relaunch, the site has achieved over 103,944 clicks and 4.94 million impressions in search engine results. The FAQ and Product pages were the most frequently visited — a clear testament to the strategy's success.

The project didn’t just resonate with users — it impressed the industry too. Davies Meyer was awarded the Deutscher Agenturpreis (German Agency Award) 2023 in the category "B2C/Film [Showreel] " for the outstanding relaunch of the Pepsi Lipton website. A prestigious recognition, the German Agency Award honors agencies each year for exceptional creativity and success in their projects.