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.
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 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.
Kevin McNair, GB marketing director for Britvic, commented: “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.”