Think HQ adds iconic Bushells and Pukka tea brands to Lipton remit

Think HQ has expanded its remit with Lipton, retaining the tea business and securing the iconic Bushells and Pukka brands in a four-way tussle.

Work has already begun on the three brands, which span mass-market and premium tea categories, plus the rapidly expanding fruit and herbal teas segment where PUKKA will flex its muscle.

The agency will provide strategic planning, creative, social, activations and PR for all three brands. The work will build on the success achieved for the Lipton brand over the past four years by Sydney-based agency LOUD and more recently, by Think HQ after it acquired the business last year.

Sarah Shen, head of marketing ANZ Lipton Teas and Infusions, said Think HQ’s track record with Lipton and its integrated services offering were key factors in the decision.

“We chose Think HQ as we have been so impressed by what they’ve already done with Lipton, and for their superior pitch for PUKKA and Bushells," Shen said.

"Think HQ’s integrated services offering across strategy, creative, social, activations and PR, is the right fit for Lipton’s portfolio of brands, giving us confidence that we have the right partner to continue to drive our growth and investment in the Australian market.”

The Lipton’s win continues a strong 2024 for Think HQ, which expanded its presence in Sydney to become one of the largest Australian-owned and headquartered agencies to achieve B-Corp certification.