Britvic Soft Drinks has unveiled details of its summer campaign for Lipton Ice Tea, ‘Extend Your Weekend’ campaign.
Lipton is encouraging Londoners to break out of their usual routines by extending their weekends at a series of Monday morning events.
Lipton will be running eight events across the capital from June 20 to August 8. Each event will be held on a Monday morning and will be finished by 9am to encourage consumers to start their week in a fun and uplifting way. The activations will include three hero events, including a unique brunch created with culinary artists Bompas & Parr, an encore morning music festival following Visions festival in East London and a cinematic comedy showcase powered by cyclists. Consumers can enter the draw to win tickets to these hero events by visiting the website: www.extendyourweekend.co.uk. There will also be five further ticketed events which consumers can purchase via the website with prices starting at £10.
The summer campaign will be supported by significant outdoor advertising from the end of May including branded London buses, digital support and sampling activity to reach over 600,000 consumers. A second phase of outdoor marketing activity will follow in July with a stronger focus on the Lipton product.
Britvic GB marketing director Kevin McNair said: “Our Lipton Ice Tea Daybreakers campaign was so successful last summer that we decided to go a step further in 2016. We want to encourage consumers to beat the Sunday night blues and start their week refreshed thanks to a great programme of events. Lipton Ice Tea is such an iconic summer drink and we are confident that ‘Extend Your Weekend’ is a great way to drive consumer excitement around the brand so retailers should take advantage of this opportunity and stock up to drive incremental summer sales.”
Lipton Ice Tea is available in 500ml PET formats and includes: Lipton Peach Ice Tea, Lipton Lemon Ice Tea, Lipton Raspberry Ice Tea and Lipton Mango Ice Tea. All variants have an RRP of £1.19. The product is available in 500ml PMPs for the wholesale channel at 99p for a 500ml bottle.
The full calendar of events includes:
- • Monday 20th June Wake & Shake Morning Rave – Christchurch, Spitalfields
- • Monday 27th June Bompas & Parr’s Paradise Now Brunch – Barbican Conservatory
- • Monday 4th July Lay Down Comedy – Protein Studios
- • Monday 11th July Adam Buxton’s Bike Powered Bug – The Truman Brewery
- • Monday 18th July Virtual Reality Art – Hoxton Gallery
- • Monday 25th July Wet Sounds – Tooting Leisure Centre
- • Monday 1st August Golden Hour Photography – Bussey Building Rooftop
- • Monday 8th August Visions Festival Encore – The Oval Space