Rebecca Adlington joins Tetley

Something to splash about

Rebecca Adlington

THINGS could be heating up in the c-store chiller, with summer hopefully bringing warmer weather – even in Scotland – meaning chilled refreshments should be at the forefront of consumers’ minds as they seek out thirst quenching SKUS when the mercury rises.

To maximise the potential of the summer months, Tetley is launching a new digital campaign to promote its Cold Infusions range and it has drafted in the help of Olympic swimmer Rebecca Adlington.

The online campaign will include coverage across social media, video-on-demand and influencer activity.

The campaign advocates the message: ‘simple, natural flavour – add a little fruitiness to your water’.

A spokesperson for Tetley said: “Although the market for Cold Infusions has been dampened by the requirement to stay at home, glimpses of warmer weather and the prospect of returning to something near normal is sparking interest in the category again with sales of Tetley Cold Infusions fluttering to life with 13.7% volume growth.

“39% of Tetley Cold Infusions are consumed when out and about, so gearing up for Summer interest and the pending Summer of sport, the brand is launching a new digital campaign including social, VOD and influencer activity.”