Britvic will be touring the UK to promote its range of cold hot drinks as part of a live brand experience.
The company wants to promote its Lipton ice team, which, along with other cold hot drinks, have surged in popularity in recent months, Marketing Week reports.
The drinks overtook the smoothie category in growth last year, with a 123 per cent increase in volume.
The value of these drinks has also increased by over 90 per cent to £14.9 million, the Britvic Soft Drink Report says.
And now the company wants to share the drinks with one million UK consumers in nine major cities in a brand experience.
It hopes that by offering samples, it will increase the number of people buying the drink – as this research says that of those who try Lipton Ice Tea, 80 per cent will buy the drink.
Jon Evans, head of seed brands at Britvic, told Marketing Week: "We are reinvesting in Lipton Ice Tea every year and this summer's sampling campaign should reach three million people with word of mouth."
The news provider recently said that live brand experiences are a great way of capturing consumers' attention, as they allow people to immerse themselves in a brand and experience.
Posted by David Farrior
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