Organic and Fairtrade brand Clipper Teas is set to challenge expectations of the beverage’s drinking occasions by bringing its range to younger festival-goers this summer.
The brand is to launch a limited Wilderness Festival pack with an exclusive giveaway designed to “build brand love and connect with its Millennial target audience,” it said.
Until 10 July, tea drinkers will have the opportunity to win 20 pairs of Wilderness festival tickets across 80-bag packs of Clipper’s Organic & Fairtrade Black Tea and Everyday Fairtrade Tea, available through major multiples and independent stores.
For the past two years, Clipper has been the official tea partner to Glastonbury Festival, serving cups of ethical tea from the iconic Clipper Teas van. But it says it’s not letting Glastonbury’s fallow year stopping it from reaching festival goers, and has lined up appearances at three major UK festivals over the summer.
From June to August, the van will be making a stop at Ben & Jerry’s Sundaes in the Park, Wilderness Festival and Happy Place Festival.
The festival tour will provide the brand with an opportunity to meet younger tea drinkers where they spend their time, driving trial whilst building awareness of their commitments to natural and ethical tea.
Caroline Rose, Clipper Teas brand controller at supplier Ecotone UK, said: “Clipper has strong appeal with younger consumers. Not only do we give them a delicious cuppa, but shoppers also have the reassurance of fair wages and human rights for farmers and protection for nature, which aligns well with their values.
“To drive them to the fixture in store, we want to meet them where they spend their time and truly connect with them by offering them unique experiences.”
Festivals are part of Clipper’s fully integrated media campaign which includes VOD, Youtube, social media advertising and on-pack promotions.
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