Thirty London StreetTalk kiosks have been transformed into giant Lipton Peach Ice Tea bottles as part of a new initiative from PepsiCo targeting young people in close proximity to convenience stores.
The integrated campaign developed by OMD UK and Talon sees PepsiCo team with JCDecaux Innovate on the special build activity, with a Bauer Media partnership bringing further refreshing summer twists to the streets of London.
Kiss FM will be inviting listeners to answer the phone in one of the branded booths for the chance to win prizes including trips to Kisstory in Ibiza, with experiential stunts planned to happen next to the winning kiosks with the content then hosted on Kissfm.com and Lipton Ice Tea’s Facebook page.
PepsiCo senior brand manager for SoBe and Lipton Ice Tea, Paulina Gorska, commented: “Transforming JCDecaux’s StreetTalk kiosks into a giant replica Lipton Peach Ice Tea bottle is a fantastic way to drive awareness to our brand and reach our target audience of youths at busy high street locations. The innovative stand-out design combined with the radio competition is the perfect way not only to bring a fun campaign to consumers but also highlights how Lipton Ice Tea is a refreshingly cool drink with a fruity twist.”
In addition to the London-based activity, PepsiCo has also deployed 5,000 StreetTalk kiosks nationwide in order to drive brand awareness over Easter, emphasising the refreshing and fun nature of the brand.