Britvic and Pepsi Lipton International have launched a new multi-channel summer campaign for the Lipton Ice Tea brand.
Targeting the brand’s core audience of busy 18-34 year olds, the campaign is centred around a series of London-based events which aim to get Londoners to break from their normal routine and experience their city in a different way. The events series will be supported by advertising, social media activity and experiential sampling.
The first event is set to take place on the 5th June with the first-ever live gig at London’s Sky Garden in the ‘Walkie Talkie’ tower, featuring folk-pop duo Hudson Taylor. Other events will include a 100m slip and slide at Kings Boulevard in Kings Cross on the 19th and 20th June and a DJ set at Old Street Roundabout with legendary DJ Norman Jay MBE on the 10th July. Media partnerships with TimeOut and XFM will encourage users to sign up for a chance to win tickets at www.beadaybreaker.co.uk.
The brand will also be one of the first to host live content from the events on Periscope – the live streaming app, allowing users who can’t attend the morning events to watch them live via streaming. In addition to London-based large format outdoor and tube advertising, the campaign is also underpinned by nationwide print advertising communicating Lipton Ice Tea’s perfect serve, in a newly designed jam jar serve.
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 new flavour joins existing variants Peach, Lemon and Mango to complete the range. Further to this, the Lipton Ice Tea range has been recently reformulated to contain 30% less sugar which has resulted in each 500ml bottle now containing less than 100 calories. The brand has also refreshed its packaging for the PET and glass bottles with a more premium label, bottle shape and texture; giving the product a more modern look.
Kevin McNair, GB marketing director for Britvic, 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.”
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