Britvic and Pepsi Lipton International have launched their biggest multi-channel summer campaign for its Lipton Ice Tea Brand.

Targeting the brand’s core audience of 18-34 year olds, the campaign is centred around a series of London-based events encouraging Londoners to take a break from their normal routine, with the first event starting on June 5.

The events series is supported by advertising, social media ctivity and experiential sampling.

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.”

More information on the Lipton Ice Tea Daybreakers campaign can be found at