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Lipton’s LATAM campaign positioned ready-to-drink tea as a flavorful, refreshing, lighter choice for everyday occasions, addressing the misconception that iced tea lacks taste. A full-funnel strategy combined Gen Z-focused digital and influencer content, out-of-home placements, sampling, and retail visibility to build awareness, encourage trial, and support purchase. Creative assets were localized for regional markets and adapted for multiple platforms. The campaign exceeded reach and engagement targets in Mexico and Central America, with positive sales growth across activated markets, creating a foundation for continued brand and category growth.