Unilever Bestfoods is backing its Lipton Ice Tea brand with £6m of marketing activity, led by a new TV and cinema ad.
Building on last year's Don't knock it until you've tried it' theme, the new execution is aimed at 18 to 30-year-olds.
It features a young man whose discovery of the drink spurs him on to experiment with other things. He is shown trying out a retro hairstyle, the colour beige, older women, bingo and going commando'.
Senior brand manager Fiona Forbes said UK consumers were hesitant about the idea of cold tea' so a campaign encouraging trial helped convert them.
Activity also includes sponsoring MTV's Isle of Music summer events across Europe.