To introduce Lipton’s new flavors to the Southern market, we didn’t just launch a campaign, we built characters, culture, and connection.

Enter T-Pain as Cousin T(ea) — a larger-than-life personality filtered through a ’90s-inspired digital web series, complete with laugh tracks, audience applause, and the kind of energy that feels instantly familiar. It’s sitcom nostalgia reimagined for today’s feed.

But the humor isn’t the headline; togetherness is.

In a year marked by separation, distance, and families being forced apart by the pandemic, this work was rooted in something deeper. As real families begin reuniting, we create a space that celebrates the joy, chaos, and comfort of being back together. A reminder that connection, especially in Southern culture, lives at the table, in the laughter, and in the rituals we share.

Each flavor became an extension of Cousin T himself, turning product into personality and taste into storytelling:

• Georgia Peach Tea captures the turn-up: bold, vibrant, and full of flavor.
• Southern Sweet Tea reflects Cousin T’s warm, helpful, heart-of-the-family energy.
• Green Tea taps into his calmer side: when it’s time to Zen the F out.