Lipton Hard Iced Tea - Lipton Hard Iced Tea and Founders Champion Bold Beginnings with ‘Hard Curious’ Book

While January is often synonymous with resolutions Lipton Hard Iced Tea and independent agency Founders are flipping the narrative with their daring new campaign, Hard Curious. Designed for those looking to level up their start to the year, the campaign embraces curiosity, exploration, and a hardcore approach to self-improvement — with a little kick.

At the heart of the campaign is the Hard Curious book, a daily guide packed with 31 bold topics for inspiration throughout January, from taking up a tattoo apprenticeship to underwater basket-weaving (seriously). Each topic is accompanied by an original illustration designed by a tattoo artist and challenges readers to explore something new, meaningful, or even unconventional. From unexpected hobbies to pushing creative boundaries, the book encourages embracing curiosity the “hard” way — that is, fully committed and all-in, not halfway.

“With Hard Curious, we’re redefining what the start of the new year can be,” says Adam Fries, Brand Manager for Lipton Hard Iced Tea. “While some resolutions might take the softer path, we’re here for those who want to start their year with a harder, more adventurous mindset. This campaign is all about celebrating those who embrace life in full force.”

To bring the campaign to life, Lipton Hard Iced Tea sent press boxes to influencers, filled with everything they’d need to jumpstart their Hard Curious journey. Each box included a copy of the Hard Curious book, paired with Lipton Hard Iced Tea, offering a perfect way to sip and spark inspiration. The curated package serves as both an invitation and a challenge: to embrace the harder, more curious side of January.

This campaign is as much a statement for Lipton Hard Iced Tea as it is an experience for consumers. “January has traditionally been about restrictions, but Hard Curious is about rethinking the norm,” says Katie Reid and Kristin Mizushima, Creative Directors at Founders. “We wanted to create a campaign that taps into people’s innate curiosity and their desire to start the year with a bang, all while tying it back to Lipton Hard Iced Tea’s fun, refreshing energy.”

By positioning itself as the ultimate sidekick for those seeking to start the year on a new foot, , Lipton Hard Iced Tea builds a fresh narrative in the hard tea category, pushing boundaries and encouraging consumers to live boldly.

The campaign has already generated significant buzz on social media, with influencers sharing their Hard Curious experiences and sparking conversation around what it means to embrace life hardcore

The Hard Curious campaign was created in collaboration between Lipton Hard Iced Tea and Founders, an independent advertising agency (www.founders-agency.com).