Created by Founders Agency, the luxe porta-potty activation brought the party to the Buffalo Bills Tailgate
Tailgates are synonymous with beer, but beer’s carbonation leads to one of football’s least glamorous traditions: long lines for porta-potties. This past weekend, Lipton Hard Iced Tea turned that universal pain point into an opportunity with V.I.PEE—the clean, no-line, luxe bathroom activation offering fans a reprieve while they relieve. This marks the first brand experience under Lipton Hard Iced Tea’s new “Tailgate Anything” platform, which kicked off this month, and encourages everyone to celebrate life’s big (and not so big) moments with tailgates of their own.
Staged at Hammer’s Lot outside of the Buffalo Bills stadium, the V.I.PEE experience aimed to reframe bathroom breaks as a memorable brand moment: 10 pristine stalls managed by a bouncer for playful exclusivity, photo ops, oversized games, and loads of giveaways to keep fans entertained. The stunt demonstrated how Lipton Hard Iced Tea–the 5% ABV refreshing twist on America’s favorite tea–is leaning into humor to disrupt one of beer’s most sacred spaces.
“Beer has long dominated tailgate culture, but it also dominates the porta-potty lines,” said Kristin Mizushima and Katie Reid, Creative Directors at Founders Agency. “By solving tailgating’s dirtiest problem, Lipton Hard Iced Tea gave fans a reason to rethink the ritual and try out hard tea.”
The Tailgate Anything platform, created in partnership with Lipton Hard Iced Tea’s AOR Founders Agency, will continue to come to life through social campaigns and unique live activations throughout 2026.
Lipton Hard Iced Tea is no stranger to unconventional celebration. Its recent collaborations with Founders Agency include “Don’t Retire the Party,” a retirement home rave celebrating Boomer energy, and “Can Daddy,” a 9-foot groundhog made from 6,000 Lipton Hard Iced Tea cans that road-tripped across the US to spread optimism and summertime vibes.
“With this newest campaign, we see Lipton Hard Iced Tea continuing to earn loyalty by showing up with distinct, fresh activations like V.I.PEE that turn the brand’s ethos into experiences people will remember,” said Checha Agost Carreño, CCO of Founders Agency.
Source: Founders Agency
