Lipton, known for its tea, is venturing into the frozen treat aisle with popsicles. The brand is introducing “Pops of Sunshine,” frozen treats flavoured with Green tea, citrus, and Peach Iced Tea, targeting adults and aiming to evoke childhood nostalgia. These limited-time popsicles can only be claimed through Lipton’s social channels and mark the brand’s first foray into the frozen treat market.
The initiative is an effort by Lipton to offer parents their own version of a summer break and capitalize on the popularity of iced tea during the summer season. While the popsicles may be enjoyed by children, Lipton’s survey found that more than 75% of parents associate frozen pops with sweet summer memories.
To promote the Pops of Sunshine, Lipton has partnered with rapper T-Pain to cover the 1999 summer hit “Steal My Sunshine.” This collaboration is part of a growing trend among brands to tap into nostalgia, as research suggests that consumers are willing to pay more when they feel nostalgic, as it brings immediate happiness and comfort.
Lipton is a joint venture between Unilever and PepsiCo, with each company owning a 50% stake. The popsicles aim to increase consumer awareness of the Lipton brand in a competitive tea market, with the hope that customers who try the popsicles will be more inclined to purchase Lipton tea bags or ready-to-drink beverages.