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Lipton

Social Hubs

The challenge

Building a new model for culture-driven growth

To become a global top 5 beverages brand, Lipton needed to win over Gen Z. Not easy, especially as Gen Z don’t care about traditional advertising.

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Therefore, Lipton turned to BDB. They needed us to build a new, social-first model for cultural relevance and marketing efficiency across its biggest European markets - France, Belgium, the Netherlands, Poland and Turkey

Sense the

Opportunity

To become culturally relevant, you need to be in touch with the nuances of your audience. Local markets need local insights and local creators.

Building a new model for culture-driven growth.

The Social Hub Model

Shape the Concept

A new model for cultural relevance and marketing impact. Where local market intelligence meets a central creative leadership, keeping Lipton at the heart of the conversation in their leading markets.

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Scale the impact

We started with a pilot program, auditing Lipton’s social channels across all five markets to find opportunities for authentic engagement.

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BDB acts as the central creative partner, bringing consistency, structure and speed to Lipton’s social presence.

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With faster creative turnaround and more relevant local execution, Lipton evolved from a passing poster to an active participant. With content co-created by influencers such as Average Rob and Moyo, we spoke to a whole new generation of Lipton drinkers.

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