In a refreshing twist on generational divides, Lipton Hard Iced Tea is bridging the gap between Boomers and Millennials with its latest campaign, “Don’t Retire the Party.” Timed to coincide with National Iced Tea Day on June 10th, the campaign promises to show that when it comes to partying, age is just a number—and nothing pairs better with a good time than a bold-flavored hard iced tea.
At the heart of the campaign is a vibrant party in Los Angeles, hosted by the viral 55+ influencer collective Retirement House—pioneers of the night out—and millennial content creator Cruz Corral. From the dance floor to the photo booth, the event showcases a cross-generational love for revelry, all with a can of Lipton Hard Iced Tea in hand. The campaign encourages fans to tag a Boomer or Millennial on social media for a chance to win a trip to the ultimate retirement destination, Palm Springs.
The campaign cleverly plays on the cultural tension between generations. While Millennials might claim to have invented the art of the party, Boomers were there first—no Instagram needed. The creative approach celebrates this timeless spirit of celebration, positioning Lipton Hard Iced Tea as the drink of choice for all ages.
“This was the perfect opportunity to fuse nostalgia with new energy, and show that partying has no age limit,” said Checha Agost Carreño, chief creative officer at Founders, the agency behind the campaign. Founders creative directors Katie Reid and Kristin Mizushima added, “This campaign is part of Lipton Hard Iced Tea’s larger mission to disrupt the category by injecting more flavor, both literal and cultural, into the hard tea space.”
The campaign is set to unfold across social media, digital platforms, and influencer collaborations, featuring a mix of humor and high-energy content. From playful videos to memorable photo ops, “Don’t Retire the Party” is designed to invite everyone—regardless of birth year—to join in the fun.
“Some things are truly timeless—like bold flavors, good company, and a party done right,” said Lisa Texido, brand director for Lipton Hard Iced Tea. “This campaign is a celebration of the universal appeal of tea, reimagined for today’s social and cultural climate. We’re bringing the party—and the generations—together.”
With this campaign, Lipton Hard Iced Tea proves that while parties might change with the times, the joy of gathering, dancing, and raising a cold drink together is truly ageless.
