Lipton has teamed up with Horizon FCB Dubai to unveil a region-first campaign inspired by the global phenomenon, Squid Game. The goal? 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.
The new tea promises a flavor that’s neither too strong nor too light—just the perfect balance. Horizon FCB Dubai sought out a platform that would be bold enough to match this ambition. With Squid Game’s third season dropping just at the right moment, and the show boasting over 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.
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 tandem with this, mall activations, in-store displays, and e-commerce touchpoints created a seamless omnichannel experience, guiding consumers from awareness to purchase.
