During Ramadan 2026, Lipton launched an influencer marketing campaign in the UAE
designed to reinforce the brand’s position as the perfect cup of tea for Ramadan gatherings.
The campaign focused on reminding audiences of Lipton’s long-standing reputation for
quality and taste while celebrating the moments of connection that define the holy month.
To bring the campaign to life, Lipton partnered with some of the region’s most recognizable
creators, including Khalid Al Ameri and Noura & Khalid. Known for their family-oriented and
lifestyle-driven content, the creators naturally reflected the warmth and togetherness that
Ramadan represents. Their storytelling style helped translate the campaign message into
authentic, relatable moments that audiences across the UAE could easily connect with.
The creative concept centered around “The Perfect Invite.” Instead of relying on dialogue,
creators introduced a simple hand gesture that symbolized an unspoken invitation for a cup
of tea. The gesture first appeared in familiar Ramadan settings such as post-iftar gatherings,
family moments after Taraweeh, or relaxed evenings with friends. At first, the meaning
remained unclear, building curiosity among viewers and encouraging engagement.
As the story unfolded, the gesture spread naturally within each scene as more people joined
in, creating a sense of shared understanding. The final reveal connected the gesture to
Lipton, showing tea being brewed and served, reinforcing the idea that sometimes the
perfect invitation does not need words. A simple gesture and a cup of Lipton tea are enough
to bring people together.
The campaign was executed across Instagram Reels, Stories, and TikTok, using short-form
video formats designed to feel natural within creators’ content. By combining culturally
relevant Ramadan moments with influential regional voices, Lipton successfully positioned
itself at the center of shared moments during the holy month.
Starfish is proud of being behind this influencer-led storytelling approach, helping Lipton
transform a simple gesture into a recognizable Ramadan cue. The campaign reinforced
Lipton’s message that the perfect tea experience is not only about taste, but about the
moments it creates and the people it brings together
