Britvic invests in growing Lipton Iced Tea
Britvic is investing in the largest sampling campaign to date for its Lipton Ice Tea brand.
A “sip squad” aims to give samples to over three million consumers in the 16 weeks of the campaign, which has already gone live.
Research indicates eight out of 10 people like ice tea once they have tried it, according to UK marketing director Jonathan Gatward.
“We’ve seen from past sampling activities that people have a barrier to the concept of ice tea until they actually taste it, so our mission is to revolutionise refreshment through the great taste of Lipton Ice Tea,” he explained.
The campaign aims to use the association the brand has with holidays abroad, with branded Frisbees, deckchairs, parasols and volleyball kits in selected beach-side locations around the UK. The sampling teams will also be dressed in beachwear and consumers will be challenged to games of swingball.
Universities will also be a focus for activity as the brand looks to boost trial in its core 18 to 24-year-old market.
“We’ll be focusing on visibility and availability of Lipton Ice Tea to drive penetration, as the brand is a key driver within the cold hot drinks sub-category, with 90% of UK ice tea sales coming from Lipton Ice Tea,” said Gatward.
Lipton Ice Tea was launched into UK pubs and bars in 2011.
