Ice T Knows Iced Tea

For this campaign, we teamed up with Ice T, a cultural icon known for authenticity, boldness, and no-nonsense style, to make a simple beverage moment unforgettable. The idea was to use Ice-T’s unmistakable personality to turn the everyday act of ordering iced tea into something fun, surprising, and memorable.

In Q2/Q3 ’24, the campaign reached 37% awareness, one of the highest of the quarter. Ice-T was seen as a strong fit, with 44% saying he fit very well and 44% saying he fit somewhat. Over 50% said the campaign impacted purchase behavior, with adding an Iced Tea to a combo the most common action.

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