Lipton, Horizon FCB unveil ‘perfectly balanced' Squid Game-inspired campaign
The campaign took an integrated online and offline approach with a 'perfectly balanced' mixture of playful social media content coupled with interactive, gamified packaging, mall activations, in-store displays.
The goal of the campaign was to introduce Lipton's new Perfectly Balanced Taste to audiences across the Middle East region in a way that feels fresh, playful and deeply connected to local culture.
In line with the title of the campaign, Lipton's new tea promises a flavour that's neither too strong nor too light — just the perfect balance.
Choosing a platform that would be bold enough to match the client's ambition, Horizon FCB leaned into the Netflix TV show at the 'perfect time' – after Squid Game's third season dropped, and the show garnered more than 190 million viewers.
'It seemed like the perfect opportunity to blend the high-energy thrill of the series with Lipton's message of finding harmony in every cup,' Horizon FCB shared in a statement to Campaign Middle East.
How Horizon FCB rolled out the Lipton campaign
The campaign kicked off with a two-part social video series featuring Arabic-speaking Korean comedian Wonho Chung.
His exaggerated and humorous quest to discover the 'perfectly balanced tea' added an unexpected, light-hearted twist to branded content — an approach that made the campaign stand out in a crowded digital landscape.
On TikTok, the team created a branded sound with the catchphrase, 'It's either perfectly balanced taste or nothing.'
The accompanying dance challenge encouraged users to recreate the moves, showcasing how a sip of Lipton tea could instantly transform their mood and elevate the experience.
Limited-edition packs introduced a scannable code that unlocked a retro-style side-scroller game, offering players a chance to win a dream trip to Lipton's tea gardens in Sri Lanka.
In addition to this, mall activations, in-store displays and e-commerce touchpoints created an omnichannel experience, guiding consumers from awareness to purchase.
All in all, the campaign aimed to prove that a perfectly balanced cup of tea can help even advertising rise above the noise of a competitive market and take audiences on a memorable journey.
CREDITS:
Client: Lipton
Consumer Marketing Lead: Arindam Saha
Brand Manager: Nada Hassaballah
Brand Manager: Maha Malik
Agency: Horizon FCB Credits
Chief Executive Officer: Mazen Jawad
Managing Director: Reham Mufleh
Executive Creative Director: Mohamed Bareche
Associate Creative Directors: Bassam Ehab, Ahmed Samir
Head of Production: Mariam Adel Awad
Production House: Vivid Studios
Directors: Abdelrahman Yousry, Magdy Kishk
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