Britvic is launching a £3m ‘Sunshine Makes It Taste Better’ summer campaign for its Lipton Ice Tea brand.
Designed to help retailers capitalise on seasonal soft drink sales, the multi-platform campaign includes a new TV creative set to drive brand awareness throughout the summer.
The Lipton portfolio is low in calories, falls below the sugar levy, with no artificial colours or preservatives and is being marketed as a product that can tap into consumer health trends.
Rachel Phillips, OOH commercial director at Britvic, commented: “Given that every £7 in £10 spent on ice tea is spent on Lipton Ice Tea [Nielsen Scantrack, Total Coverage, Value Share, 52w/e 13.04.19], we are confident we can command this space. The campaign is a celebration of the summertime, and encourages the nation to spend quality time with the perfect soft drinks partner, Lipton Ice Tea.
“82% value comes through smaller, single serve formats (under 500ml) [Nielsen Scantrack, Total Coverage, 52wks to 16.03.19], making this a key part of the portfolio to get right, so we advise retailers to stock ice tea in chillers close to till points to drive impulse purchases. With 5.0 million ice tea shoppers in the UK and penetration at 10.0% [Kantar OOH 52wk to 21.04.19], it’s a strong category to be a part of right now and we’re confident this will only continue.”
Lipton’s ‘Sunshine Makes It Taste Better’ campaign will run for seven weeks from now, including five weeks on TV. The campaign will be supported by OOH, digital & social, sampling and in-store activity.
The flavours available in the Lipton core range include peach; lemon; mango; and raspberry and come in 500ml and 1.25ltr bottles (rrp £1.39 and £1.59 respectively).