PARIS, July 5, 2024 /PRNewswire/ -- Lipton Ice Tea, the iconic beverage, and Cruel
Pancake, a rising streetwear brand by Hugo
Philip, have announced an unprecedented collaboration that
mixes their common universe and values for an exclusive collection
of 25 colourful pop items.
For the first time, Lipton Ice
Tea is joining forces with the world of fashion. The
number one iced tea brand worldwide has taken the opportunity to
partner with Cruel Pancake's artistic director, Hugo Philip.
Victoire Binet, Marketing
Director, Lipton Ice Tea, shares her
enthusiasm, "This collaboration with Cruel Pancake represents both
a turning point and a continuity: Lipton
Ice Tea stands for sunshine in a bottle, tangy colours and a
passionate community. Working with Cruel Pancake is a dream come
true, because the DNA of our two brands is completely intertwined.
Lipton is a real ray of sunshine, which matches seamlessly with
Cruel Pancake's mantra, 'Give this World good energy'. This
partnership makes perfect sense."
"That Summer Feeling" - An original limited edition
collection
This collaboration marks the return to the 90s, the nostalgia of
an entire generation that grew up with a can of Lipton Ice Tea in its fridge. To epitomize this
inspiring encounter, Cruel Pancake designed a new collection based
on vintage codes: Harrington jackets, shorts, bandanas, visors,
towels and beach bags. Hugo Philip
makes a point to offer high quality products. "We have worked hard
on this collection to ensure crisp details and a perfect fit. This
first collaboration allowed us to fully express our creativity,
injecting our energy and our own personal touch," he explained.
A photo campaign with Mediterranean hues
To highlight this campaign, both brands chose the 92-year-old
model "The Spanish King" to pose alongside the Gen Z. "That
Summer Feeling" campaign
was born under the creative eye of photographer Ludovic Zuili, known for his nostalgic
touch.
Hugo added, "The creative proposal of this collaboration
encourages us to move away from the conventional and the shyness
and invites us to boldly assert ourselves by wearing bright colours
all summer long."
The "Thirsty" pop-up: Mood SOF ("South of France"), good sound & cool kids
energy
To bring their collaboration to life, the two brands have
created "Thirsty", a pop-up that will be held on July 13th in Paris (3, rue Molière, 1st
arrondissement). From 10am to 6pm,
you will have a chance to win some exclusive collection items and
discover the photo campaign, while enjoying iced donuts and
signature drinks by Lipton Ice
Tea.
For those who will not be able to make the trip, the brands
offer the opportunity to win very limited edition items thanks to
an online game available on July
5th, 6th and 7th. You
will find the link on Cruel Pancake's Instagram page.
Don't miss the launch of "That Summer Feeling" on July 13th in Paris!
For more information, contact:
Florence Obermayer
florence.obermayer@omnicomprgroup.com
Photo -
https://mma.prnewswire.com/media/2455010/Lipton_Ice_Tea.jpg
Logo -
https://mma.prnewswire.com/media/2455011/4797681/LIPTON_Logo.jpg
Logo -
https://mma.prnewswire.com/media/2455012/4797682/CRUEL_PANCAKE_Logo.jpg
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