Britvic is planning to get soft drinks sales sizzling this summer by kicking off its biggest-ever marketing campaign for Lipton Ice Tea.
The brand is launching a new look from the end of this month, an ad campaign and an in-store promotion, which it hopes will encourage more 18- 24 year-old shoppers to buy a bottle of the iced tea.
75% of ready-to drink tea sales take place between March and October
The campaign will comprise a sampling drive in key cities across the UK to get the brand in the hands of its core audience, a burst of out-of-home ads in high streets, digital activity and a partnership with Kiss FM radio.
In May, the brand will launch an in-store promotion, giving shoppers the opportunity to win a free pair of sunglasses when they purchase a 500ml bottle at participating stores.
Retailers who purchase two cases of Lipton Ice Tea will receive a sunglasses PoS kit, including a counter-top box of 24 pairs of sunglasses.