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Campaign ME

Lipton, Horizon FCB unveil ‘perfectly balanced' Squid Game-inspired campaign

Lipton, in partnership with Horizon FCB Dubai, has unveiled its Perfectly Balanced Taste campaign inspired by the Netflix thriller television series, Squid Game. 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