Lipton tea is tapping T-Pain to reach Gen Z and Millennials. The staple tea brand is looking to build community and appeal to young consumers by hosting a festival and expanding their social media presence. Lipton’s Fam Fest will serve food from Black-owned restaurants, sell limited-edition merch and iced tea, and cap off the event with a performance from T-Pain. To spread word of the event, Lipton is offering a contest where T-Pain fans can scan a code in participating stores and answer how they would build, “a better community to enter to win a $10,000 grant and tickets to the festival.” In the brand’s social media efforts, young consumers are encouraged to “Have some tea with cousin T” on TikTok, Twitter, Instagram, and YouTube. YPulse’s Influencers and Celebrities report found that 49% of 13-39-year-olds have purchased something an online celeb recommended. (DigiDay)
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