BRITVIC LAUNCHES £3M ‘SUNSHINE MAKES IT TASTE BETTER’ CAMPAIGN FOR LIPTON ICE TEA

Britvic is launching a £3m Summer Campaign, ‘Sunshine Makes It Taste Better’ for the UK’S No.1 Ice Tea brand[1], Lipton, to help retailers capitalise on vital summer soft drink sales – a period when the category thrives.[2]

The multi-platform campaign includes a new TV creative which will drive brand awareness and help keep the tasty and refreshing product front-of-mind for customers. Ice tea is the fastest growing category in soft drinks (+37.0% YTD)[3] and with Lipton Ice Tea the number one brand in the category1, it presents a significant growth opportunity for retailers.

 

The Lipton portfolio is low in calories and falls below the sugar levy, with no artificial colours or preservatives, making it the perfect product for embracing the rising health trend amongst consumers.

Rachel Phillips, OOH Commercial Director at Britvic, comments: “Given that every £7 in £10 spent on ice tea is spent on Lipton Ice Tea[4], 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% value comes through smaller, single serve formats (under 500ml)[5], 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 5.0 million ice tea shoppers in the UK and penetration at 10.0%[6], it’s a strong category to be a part of right now and we’re confident this will only 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 be supported by OOH, digital & social, sampling and in-outlet activity. The flavours available in the Lipton core range include Peach, Lemon, Mango and Raspberry.

 

[1] Nielsen Scantrack, Total Coverage, 52w/e 13.04.19

[2] Kantar, OOH Penetration, 52wks to Apr 29  2019

[3] Nielsen Scantrack, Total Coverage, Volume % Chg, 52w/e 13.04.19

[4] Nielsen Scantrack, Total Coverage, Value Share, 52w/e 13.04.19

[5] Nielsen Scantrack, Total Coverage, 52wks to 16.03.19

[6] Kantar OOH 52wk to 21.04.19

Author: kimbarnard

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