Lipton Ice Tea in 'Teavolution' campaign

Lipton Ice Tea: targeting core audience in summer campaign
Lipton Ice Tea: targeting core audience in summer campaign

Lipton Ice Tea is undertaking a summer marketing offensive called 'Teavolution' that will target its core 18-to 24-year-old audience and feature the strapline, 'Surprisingly refreshing and tasty'.

The summer sampling campaign aims to provide one million samples to consumers across high-footfall locations in Liverpool, Southampton, Swansea and Glasgow.

The brand is targeting its core audience of 18- to 24-year-olds, aiming to drive trial, awareness and engagement with the brand.

The campaign does not feature brand ambassador and actor Hugh Jackman, although an international campaign featuring Jackman was launched earlier this year.

Jon Evans, head of seed brands at Britvic, said that internal research showed that 80% of consumers bought the product once it had been sampled.

He said: "We have seen from past sampling activities that people have a barrier to the concept of ice tea until they actually taste it, which is why a campaign like this is really important."

Britvic claims the brand is worth £8.6m and that the company will be investing extensively in Lipton Ice Tea for the rest of the year. It ran a similar sampling campaign last summer.

Lipton Ice Tea is part of the cold hot drinks sub-category, the fastest-growing segment in the soft drinks category of 26% value growth and is worth £23.7m.

The brand is owned by Pepsi Lipton International, a joint venture between PepsiCo and Lipton, with Britvic signed as the bottling partner in the UK & Ireland.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers