Lipton preps summer sampling wave

Britvic is preparing another wave of summer sampling activity for is Lipton Ice Tea brand in a bid to encourage trial by consumers who may have been put off the “cold hot drink” concept.

Lipton 460

The UK-wide sampling campaign will be straplined “Surprisingly tasty and refreshing”, an adaptation from last year’s “Don’t knock it ‘til you’ve tried it” activity.

It is understood a “Sounds wrong. Tastes right” strapline was also mooted, but this did not make it into the final creative – although it may be used at a later date.

Cold hot drinks was the fastest growing soft drinks sub category in 2011, with its value increasing 45% year-on-year to £21.6m, according to Nielsen Scantrack data. The sub sector represents 0.3% of the entire take home soft drinks market.

Lipton Ice Tea – which is owned by a joint venture between Pepsi and Unilever, PLI, and bottled by Britvic – is the market leader.

Rival brands include Starbucks’ recently launched Frappuccino range.

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