Freshening up summer with first on-pack promo
ICED tea brand Lipton has kicked off its first ever on-pack promotion for the summer to drive up sales across its range.
The new on-pack promo will offer consumers the chance to bag massive music-themed prizes including the chance to bag VIP tickets to Reading & Leeds Festival weekend for themselves and three friends. This comes complete with VIP acccess, camping, travel and £1,000 spending money.
Alongside this headline prize, there are 117 pairs of VIP day tickets to Reading, Leeds, TRNSMT and Parklife festivals alongside 10 pairs of Gold Guest Creamfields weekend tickets.
The promotion also includes a wide range of music and entertainment rewards, such as £500 music event eGift cards, Currys vouchers, music streaming subscriptions and thousands of free Lipton product coupons and product supply of Lipton.
Limited edition packs of Lipton Iced Tea have rolled out across shelves with a QR code on-pack that consumers can use to be in with the chance of claiming these prizes.
The on-pack promo and limited edition festival themed packs are available across grocery, convenience and wholesale channels until 11 August and spans across Lipton Iced Tea Peach and Lemon in a variety of formats.
The activity will also be supported by a summer marketing campaign including a presence across social media, OOH and digital media with mass sampling opportunities live now as well.
Clare Brosnan, brand director – hydration at Carlsberg Britvic, said: “The UK is a nation of tea lovers, and we’ve seen the iced tea segment grow by 50.3% since 2022. So, with Ready-to-Drink formats continuing to grow in popularity, particularly across the summer months, we’re confident that marking our first-ever Lipton Ice Tea on-pack promotion with a music mechanic, which is close to consumers’ interest, will be a hit.
“Our aim is for the campaign to create strong visibility and excitement in-store, helping retailers tap into increased summer demand, drive shopper engagement and encourage repeat purchase throughout the promotional period.”
