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Britvic

'Don't knock it until you've tried it' says Britvic with £1m Liption Ice Tea campaign

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By The Drum Team, Editorial

May 27, 2011 | 2 min read

A £1 million summer marketing campaign to promote Lipton Ice team is to be launched by Britvic.

The campaign, which will roll out from the beginning of June, will aim to drive consumer testing of the brand and driving sales, while also adopting the new tag-line ‘Don’t knock it, until you’ve tried it’.

The campaign will include a national sampling programme, a targeted PR campaign and digital activity to raise awareness and drive sales.

The second part of the activity will see Britvic organise games and sampling stations around nine of the UK’s largest cities, while the best Lipton Ice Tea brand ambassadors who sample the product, will be awarded £250 work of Red Letter day vouchers every day.

A dedicated Facebook page for the brand will also support the activity, while national consumer PR will aim to encourage consumers to enter a competition to win Red Letter Day vouchers.

Britvic will also use a dedicated retail team, which will focus on cafes, delis and the grocery channel to support the merchandising of Lipton Tea, this will also see POS material used including pop-up banners and die cut stands, a cooler bag and branded t-shirts.

Jon Evans, head of Seed Brands at Britvic, commented: “We are really excited to be launching the biggest ever version of ‘Don’t Knock It’ this summer. We know from our research that most consumers don’t think they will like it before they’ve tried it, but once sampled, around 80% go on to buy, which is equal to the very best brands in the market! We recommend that retailers take advantage of the growing popularity of Lipton Ice Tea.”

Lipton Ice Team will also be made available for the first time in a 250ml glass bottle.

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