To connect with Gen Z on their terms, Lipton Ice Tea teamed up with cult streetwear brand Cruel Pancake and creator Hugo Philip for its first-ever fashion collaboration.
With Billion Dollar Boy at the helm, the 25-piece collection fused Lipton’s sunny aesthetic with Cruel Pancake’s edgy 90s style.
A bold pop-up store in Paris launched the drop, supported by a gamified social experience that let fans unlock exclusive access.
Global creators from nine markets amplified the collection to an audience of nearly 100 million. The campaign generated 70 million impressions, €2.4M in sales, and 1,500+ fans lining up IRL.
By stepping outside its category and into culture, Lipton proved the power of creator-led fashion to drive brand relevance and commercial success. This was more than a collaboration; it was a cultural moment.
🏆 Winner’s Circle
This profile is part of the Global Influencer Marketing Awards — celebrating the very best campaigns, creativity, and results in influencer marketing worldwide.
