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What are real moments? They’re the ones that make our lives matter. The ones that occur only when we shed distractions to be truly present with the people around us.

So, we can enjoy quality time with friends and realise the joy they bring to our mealtimes.

Lipton wants to help you and your friends celebrate the real moments you share over mealtimes with its tasty LIT which is made from real tea leaves and lemons, and is better for you as it’s lower in sugar.

This campaign direction is a natural continuation of the “perfect with food, better with friends” idea platform as it takes on a more purposeful angle that will resonate with our audience.

Campaign objectives: Make “Perfect For Food, Better With Friends” more purposeful by injecting the global brand idea of uplifting people/friends to make quality connections during meal time.