Lipton's new summer campaign features rapper T-Pain playing a character, “Cousin T,” to highlight the joys of reuniting with family and friends after more than a year apart due to the pandemic.

The campaign includes a series of 30- to 50-second spots, “Have Some Tea with Cousin T,” and sweepstakes with a grand prize invitation to a cookout with the Grammy winner and self-proclaimed grill master.

The series adopts a nostalgic 90’s sitcom feel to show viewers the many “personali-teas” Cousin T shares with his loved ones. Each Litpon tea flavor corresponds to one of the character's moods: There's Southern Sweet Tea for when T is feeling helpful, Green Tea for focus, and Georgia Peach Tea for “when he wants to turn up.” Cousin T will also share recipe suggestions to pair with drinks.

Lipton is the latest brand to tap into sitcom nostalgia. Joann Fabric and Crafts’ 2020 holiday campaign featured Phyllis Smith from “The Office” and HomeGoods' recent campaign “Home Sweet HomeGoods” featured Jillian Bell, another comedian known for her work on sitcoms and in comedic films.

Lipton's southern division was eager to partner “with someone like a T-Pain who's all about family," says Chauncey Hamlett, VP and chief marketing officer for PepsiCo Beverages North America (South Division). "He's such a huge family guy and has such a great personality.”

The effort includes giveaways for customers and businesses in the American south, a key market for iced tea sales. The first prize winner will receive a custom grill and grilling accessories, and a year’s supply of Lipton iced tea. The individual grand prize winner will secure an invitation to their own barbeque with T-Pain catered by a local Black-owned restaurant. And, as part of parent company PepsiCo’s “Pepsi Stronger Together” initiative, Lipton is offering six restaurants in the South a $5,000 prize to support small businesses.

PepsiCo last year pledged to work with the Black community following the murder of George Floyd, with CEO Ramon Laguarta announcing plans for more than $400 million of support. Plans include Pepsi's partnership with Chef Marcus Samuelsson to highlight several chefs from Black-owned restaurants in a campaign that's coming soon, says Hamlett.

Lipton’s business has remained strong during the pandemic, says Hamlett, who added that he's excited to see restaurants and entertaining start back up again. 

“Our business was strong in 2020 from a retail perspective, of course, everyone's looking at the sort of foodservice piece of business to come back,” says Hamlett. 

On Tuesday, PepsiCo reported its fastest sales growth in at least a decade, buoyed by people returning to dining out at restaurants and other establishments.