Britvic launches £3m summer campaign for Lipton ice tea

Britvic is launching a £3 million summer campaign, ‘Sunshine Makes It Taste Better’ for Lipton, the UK’s No.1 ice tea brand (Nielsen).

The multi-platform campaign includes a new TV creative to drive brand awareness and help keep the product front-of-mind for customers. Ice tea is the fastest growing category in soft drinks (+37% year to date, Nielsen).

The Lipton portfolio is low in calories, falls below the sugar levy and has no artificial colours or preservatives, meeting the rising health trend amongst consumers.

Rachel Phillips, out-of-home commercial director at Britvic, comments: “Given that every £7 in £10 spent on ice tea is spent on Lipton Ice Tea (Nielsen), we are confident we can command this space. The campaign is a celebration of the summertime, and encourages the nation to spend quality time with the perfect soft drinks partner, Lipton Ice Tea.

“82% of value comes through smaller, single-serve formats (under 500ml) (Nielsen), making this a key part of the portfolio to get right, so we advise retailers to stock ice tea in chillers close to till points to drive impulse purchases. With five million ice tea shoppers in the UK and penetration at 10% (Kantar), it’s a strong category to be a part of right now and we’re confident this will continue.”

Lipton’s ‘Sunshine Makes It Taste Better’ campaign will run for a period of seven weeks, including five weeks on TV. The campaign will also feature out-of-home, digital & social activity, sampling and in-outlet activity. The flavours available in the Lipton core range include Peach, Lemon, Mango and Raspberry and the rsps are £1.39 for 500ml and £1.59 for 1.25-litre.

Tel: Britvic Soft Drinks on 0345 758 1781