Britvic and Pepsi Lipton International have launched their largest ever multi-channel summer campaign for Lipton Ice Tea.
The campaign will target the brand’s core audience of busy 18-34 year olds, and focuses on a series of London-based events designed to get Londoners to break from their normal routine and experience the city in a different way. The campaign will be supported by further advertising, social media activity and experiential sampling.
The launch of the campaign follows last month’s announcement that Lipton Ice Tea has updated its range by adding a new raspberry-flavoured variant. The brand has also reformulated its drinks to contain less sugar and refreshed its polyethylene terephthalate (PET) and glass packaging with more premium labels and designs in recent weeks.
The event series will include live performances, special screenings and two innovative offerings to consumers: the chance to travel to their place of work either by boat along the river Thames, or using a 100m slide running through the centre of Kings Cross.
Britvic GB marketing director Kevin McNair said: “We are very excited about the launch of this consumer campaign for Lipton Ice Tea. By driving awareness and excitement around the new look and extended range we are confident the campaign will result in greater sales for retailers and operators alike.”
The event series in full:
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