A raft of promotional activity aims to encourage consumers – especially those aged 18-24 – to try Lipton Ice Tea for the first time this summer.
The brand has a new look, introduced earlier in the year. Last month there was in-store activity and there is now a free pair of sunglasses up for grabs with 500ml bottles.
Retailers purchase two cases of Lipton Ice Tea to receive a sunglasses POS kit, which includes a counter-top box of 24 pairs of sunglasses in shelf- ready packaging, a poster and barker.
More than a million young people will receive a 250ml sample via colleges and on-line retailers.