Britvic is launching a £3m Summer Campaign, ‘Sunshine Makes It Taste Better’ for the Ice Tea brand, Lipton, to help retailers capitalise on vital summer soft drink sales – a period when the category thrives.

The multi-platform campaign includes a new TV creative which will drive brand awareness and help keep the tasty and refreshing product front-of-mind for customers.

The Lipton portfolio is low in calories and falls below the sugar levy, with no artificial colours or preservatives, making it the perfect product for embracing the rising health trend amongst consumers.

Phil Sanders, GB At Home Commercial Director, at Britvic, says: “Given that every £7 in £10 spent on Ice Tea is spent on Lipton Ice Tea , we are confident we can command this space. The campaign is a celebration of the summertime, and encourages the nation to spend quality time with the perfect soft drinks partner, Lipton Ice Tea. “82% value comes through smaller, single serve formats (under 500ml) , making this a key part of the portfolio to get right, we advise grocery retailers to broaden their soft drinks offering and display this format front of store, making it easier for shoppers on-the-go. With five million ice tea shoppers in the UK and penetration at 10% , it’s a strong category to be a part of right now and we’re confident this will only continue.”

Lipton’s ‘Sunshine Makes It Taste Better’ campaign will run for a period of seven weeks, including five weeks on TV. The campaign will be supported by OOH, digital & social, sampling and in-outlet activity. The flavours available in the Lipton core range include Peach, Lemon, Mango and Raspberry.

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Robinsons, the leading GB squash brand, is returning to Wimbledon as the official soft drink sponsor and taste of The Championships for the 83^rd consecutive year.

This year, Robinsons will support Wimbledon with a £1m marketing campaign, including limited edition merchandise and packs, sampling activity, social media support and a Robinsons pop up café, to drive even further brand exposure throughout The Championships.

With sustainability front of mind, to help reduce the amount of plastic at The Championships, which receives nearly 500,000 attendees and serves close to a million drinks each year, Britvic has introduced new Robinsons personalised reusable drinks bottles. Visitors will be able to purchase the personalised bottle for £7, or just £5 if they return an empty bottle of Refresh’d for recycling to Robinsons’ Play Tennis Café.

Kevin McNair, GB Marketing Director, Britvic says: “Providing consumers with reusable drinks bottles at Wimbledon is part of our ongoing commitment to tackling plastic pollution. We are proud of the fact that all Robinsons PET plastic bottles are fully recyclable in the UK, with 99% of local authorities collecting PET at the kerbside. Plus Robinsons, due to the fact it’s a concentrated drink, uses less plastic per serving compared to many other soft drinks.”

To help fans stay refreshed, Robinsons will also be offering free samples of Refresh’d to consumers in the queue and encouraging visitors to fill their reusable bottles, paper cups or own bottles up for free with their brand-new Fruit Creations range.

Robinsons Squash’d packs have also been given a makeover with a limited-edition Wimbledon pack design.

A supporting social media competition is being run around The Championships, with four pairs of ‘money can’t buy’ VIP tickets and 100 reusable drink bottles prizes given away per week for four weeks, up until July 5^th. To be in with a chance of winning, consumers have to create and name a new Fruit Creations flavour.

The Robinsons partnership with Wimbledon, one of the most quintessentially British relationships in history, was born in 1935 when Robinsons’ original Lemon Barley Water was first served at Wimbledon to refresh players during breaks. Since then, Robinsons has sponsored The Championships annually.

From its beginnings as a one flavour brand, Robinsons now has six ranges in its portfolio, having launched Robinsons Fruit Creations earlier this year and Robinsons Refresh’d in 2017, which was named as the No.1 soft drinks NPD launch of 2017.

The Robinsons brand is owned by Britvic.

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J₂O, the UK’s No1 juice drink brand, is giving shoppers the chance to win prizes this Christmas with a multisensorial, fun and engaging festive quiz to challenge friends and family. ‘Merry Quizmas’, which is played on Facebook Messenger, features audio, video and picture rounds. Competitors need to answer 10 questions correctly to be in with a chance of winning vouchers which are redeemable in a number of retail and foodservice outlets.

Launching in October and running throughout the festive period until the new year, ‘Merry Quizmas’ will be promoted on seasonal packs of J₂O which will include limited edition Glitter Berry. Britvic says the unique blend of grape, cherry, a hint of spice and edible glitter is back by popular demand this Christmas.

The on-pack Christmas promotion and iconic packaging design will be supported by a £2m marketing campaign that includes a combination of outdoor, digital and activation across point of purchase.

Kevin McNair, Marketing Director at Britvic GB, commented: “This year, we are building on the success of the brand, bringing flavour and personality together and reminding shoppers why J₂O is at the heart of key Christmas social moments. We know that people love playing games at Christmas time and Merry Quizmas has been designed to be a shareable experience to help people re-discover their competitive streak when it comes to game playing.”

J₂O was originally developed in 1998 There are now three fruit blends in the core J₂O range: Apple & Mango, Apple & Raspberry and Orange & Passionfruit. Glitter Berry, a combination of red grape, cherry and a hint of spice with edible gold glitter that sparkles when the bottle is shaken, was first introduced as a limited-edition flavour in 2011. J₂O Spritz was added to the range in 2015. Featuring crisp fruit flavours and delicate bubbles, there are three variants in the Spritz range: Pear & Raspberry, Apple & Watermelon and Peach & Apricot.

As part of Britvic’s ongoing efforts to help consumers make healthier choices, J₂O has recently reformulated to appeal to the growing number of adults in the UK looking to enjoy lower sugar soft drinks, that don’t compromise on flavour. Standard J₂O variants (excluding Glitter Berry) now contain no more than 63 calories per 275ml bottle and 4.7g of sugar per 100ml, whilst J₂O Spritz contains just 55 calories per 275ml bottle and 4.7g of sugar per 100ml, making them exempt from the Soft Drinks Industry Levy which comes into effect next year.

Britvic is a leading international soft drinks company, with a strong British heritage. It has operations in GB, Ireland and France and exports to over 50 countries. In the UK and Ireland, it is the number one supplier of still soft drinks and the number two supplier of carbonates.

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Britvic is to run a sampling campaign at UK universities to promote the latest addition to the Pepsi MAX flavour portfolio – Pepsi MAX Ginger. The campaign will centre around a state-of-the-art photo booth experience to drive social sharing.

The activation is part of a high-investment marketing campaign, focusing on the brand’s New Taste strapline. Throughout the summer, Pepsi MAX Ginger will be part of a Pepsi MAX Taste Campaign featured on TV, Outdoor and Digital while a nationwide sampling campaign will deliver close to one million perfect serves of Pepsi MAX Ginger, raising awareness and driving further trial.

The photo booth element of the activation has been developed by image sharing experts Pictures Experience and has been customised for the iconic soft drink brand to fully reflect the look and feel of the new variant’s packaging.

Consumers will be able to create a whole range of different types of image-based content which they can then share on social media –from branded static images, animated gifs, standard and Boomerang-style videos to customised photo decorating elements and filters.

The booth made its first appearance as part of the Pepsi MAX Polo Village at the Motorpoint Polo at the Manor event, which took place at the Celtic Manor Resort, South Wales, on June 17^th 2017.

Following its outing at Celtic Manor, the high-tech photo booth will be appearing at sales conferences in July for Britvic Soft Drinks, Pepsi’s UK bottler and distribution partner of 30 years.

It will then be embarking on a tour of 10 of the UK’s major universities, offering students the chance to experience the new Pepsi MAX Ginger variant and share their enjoyment to their social networks.

Russell Goldman, Commercial Sales & Marketing Director, FMCG/Retail, at Britvic plc, says: “Pepsi MAX Ginger taps in to cola fans’ desire for big, bold and interesting flavours. It is a distinct new flavour that provides a genius combination of refreshing no sugar cola paired with an invigorating and warming ginger taste.”

Gosia Kalicka, Director of Pictures Experience, adds: “Pepsi MAX Ginger is such a bold new flavour that people who try it will definitely want to share the experience with their friends – and what better way to do that than with unique images they create themselves?”

Pictures Experience worked on a similar university-based campaign for the relaunch of Britvic’s R White’s brand in January and February this year.

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Lipton, the UK’s No.1 Ice Tea brand, is visiting city centres nationwide for a 23-day roadshow, as part of its ‘Let’s Go’ summer campaign.

Urban spaces are being transformed by experiential agency iD, who has produced the experience on behalf of Lipton, offering the public a chance to relax and unwind with their friends.

At the experience, consumers will be able to enjoy samples of perfectly served Lipton Ice Tea alongside slices of fresh fruit, offering a moment of refreshment and disrupting the usual lunchtime routine.
Lipton’s “Let’s Go” campaign aims to tap into the mentality of millennials who prioritise social togetherness and to mobilise friends to get together and spend quality time with each other.  The campaign acts as a constant reminder to never settle and always look for better experiences together.

The roadshow is part of a wider integrated campaign which includes a new TV commercial, reinforcing the great taste and refreshing qualities of Lipton Ice Tea in a playful way and is supported by social and digital media campaigns.

Lipton is distributed by Britvic, a leading international soft drinks company, with a strong British heritage. It has operations in GB, Ireland and France and exports to over 50 countries. In the UK and Ireland, it is the number one supplier of still soft drinks and the number two supplier of carbonates.

iD is a multi-award winning specialist experiential and in-store marketing agency established in 1993. It delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Britvic, PepsiCo, Unilever and Co-op. iD also provides teams of highly trained expert demonstrators in retailers throughout the UK for clients including; Nespresso, Microsoft, Revlon, Elizabeth Arden and Sage Appliances.

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Britvic is launching a new campaign for Robinsons Fruit Shoot, called It’s My Thing, celebrating children doing what they are passionate about. A 40’ TV ad – which first appeared during Ant & Dec’s Saturday Night Takeaway on ITV on March 4th – is being supported with a PR and influencer programme with child health expert Dr Ranj Singh and television presenter Cherry Healey, continuing into the summer.

The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality, with content from adults, brand ambassadors and child health experts, and the chance to win daily prizes which help kids “discover and indulge their passions”.

There will also be bespoke POS in the grocery and convenience channels to raise shopper awareness in store and drive purchase.

The campaign was created by iris, and Britvic says it offers an alternative view of children to address complaints from parents about advertising’s use of “perfect” children and families. Britvic also points out that pressures from society are also limiting children’s ability to express themselves and preventing them from finding the thing they really love.

The Fruit Shoot campaign features real kids doing what they’re passionate about.

Kirsty Hunter, brand marketing director at Britvic, says: “Parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families, which doesn’t represent them. We had to respond to that.”

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Britvic’s Extend Your Weekend Monday morning event campaign for Lipton Ice Tea continues this Monday (July 11th) at London’s Truman Brewery in Brick Lane, with Adam Buxton’s Bike Powered BUG, where the comedian’s video- and music-based routine will be powered by participants on their bikes.

Buxton’s performance is one of three free hero events in the Extend Your Weekend series, which kicked off mid June with a brunch created by ‘culinary artists’ Bompas & Parr. The final hero event will be the Visions Festival Encore on August 8th, featuring selections from the Hackney festival weekend. Consumers can register for a draw for free tickets at www.extendyourweekend.co.uk.

The event series also features five paid-for events which consumers can buy tickets for from the website.

The Lipton summer campaign is a follow-up to last year’s Daybreakers campaign. The idea is to challenge London’s consumers to break with their usual Monday morning routine. All the activities are scheduled to end at 9.00am, and have been designed to let consumers “start their working week in a fun and uplifting way”, according to Britvic.

The campaign push is being supported by Out Of Home advertising including branded London bus sides, digital advertising and sampling activity to reach more than 600,000 consumers.

Kevin McNair, GB marketing director for Britvic, says: “We want to encourage consumers to beat the Sunday night blues and start their week refreshed. Lipton Ice Tea is such an iconic summer drink, and we are confident that Extend Your Weekend is a great way to drive consumer excitement.”

Last summer, Lipton ran a series of pop-up sampling experiences encouraging Londoners to “#Beadaybreaker” and look at their city in the same way that tourists do. The brand transformed key pedestrian zones and parking bays with a series of pop-up ‘parklets’ offering fun alternatives to the usual London street furniture that adorns London pavements. The parklets featured branded chill out zones, with comfortable seating areas and a bespoke bar, serving ice cold Lipton Peach Ice Tea.

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Britvic has collaborated with M/Six and Kinetic, global leader in planning and buying out-of-home (OOH) media, for a Robinson’s campaign to transform the area around Waterloo station into a tennis-themed display to mark the upcoming Wimbledon tournament.

The campaign, reminiscent of Robinson’s 1988 ‘Anything else just isn’t tennis’ advertisement, is running until July 18. The ads will be displayed across Primesight’s Waterloo domination sites and will include a special-build installation devised by Kinetic Active, featuring a replica tennis net and a line machine previously used at Wimbledon. The mini replica was designed by integrated agency iris.

It is understood that there will also be sampling and experiential activity in and around the station.

Wimbledon first partnered with Robinson’s 80 years ago, launching its iconic Lemon Barley Water at the 1935 championships. Since then, Robinson’s has become synonymous with what is one of the most iconic British sporting events, with 2016 marking the launch of new squash’d flavours.

Sarah Norcup, Creative Development Executive at Kinetic, said: “Working with Robinson’s provided us with the opportunity to create a memorable campaign, celebrating one of our nation’s most loved sports. It’s always exciting when we work with a heritage brand like Robinson’s, as the scope to fuse heritage with cutting edge creative advances creates the groundwork for a truly unique OOH experience.”

Nadine Campbell, Business Director at M/Six said: “This year we wanted to really amplify Britvic’s sponsorship for Wimbledon, with a significant, dramatic OOH presence. So we worked closely with Kinetic to create the Waterloo Domination campaign, delivering real impact and awareness, in one of London’s busiest commuter routes. The highlight of this is definitely our largest billboard, outside the station entrance, which is a mini replica of a Wimbledon pitch, designed by iris.”

Toby Fairlamb, Account Director, Primesight, commented: “We see Waterloo as the gateway for supporters to get to and from the famous tennis tournament and the Domination is the perfect platform to engage fans. According to Route, the Domination delivers over 9 million impacts across a two week period and we are sure that the first ever special build on this unavoidable site will generate even greater levels of impact and interest from consumers.”

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Multivitamin energy drink Purdey’s has recruited TV and film star Idris Elba for a new marketing campaign called ‘Thrive On’ which will focus on free short video content.

The consumer-facing aspect of the ‘Thrive On’ campaign will launch in April, with Idris introducing the public to the concept of thriving through a series of thought-provoking short films. The campaign will be backed by an outdoor campaign and strong digital support.

The campaign was created by iris worldwide.

Brand owner Britvic says the campaign represents the largest investment in the brand’s history and that Thrive On will “explore, celebrate and inspire people who have the courage to follow their own path, who value a life built on experience and discovery, and who continue to strive to better themselves.”

Britvic adds that it identified British icon Elba as the ideal partner for ‘Thrive On’ early on in the campaign’s development. The company points out that not only is he a successful television, stage and film actor, he is also a musician, DJ, fashion icon, entrepreneur and a passionate charity campaigner, making him the perfect man to inspire others to achieve more in their own lives.

Elba, who was appointed OBE in the 2016 New Year’s Honours list for service to drama, says: “I feel passionate about this partnership with Purdey’s because I’ve always been a strong believer that you’re in charge of your own destiny. Life is full of possibilities that are ours for the taking, and I’m looking forward to inspiring people to start thinking and acting in new ways, to really thrive, because no matter how far you get, there’s always more you can do.”

Kevin McNair, GB Marketing Director, adds: “We are very excited to be working with Idris Elba and launching Purdey’s new campaign ‘Thrive On’. As Idris embodies thriving, we considered him the ideal fit for the brand and to spearhead the new campaign which aims to inspire people to get more out of life. Purdey’s is a brand with huge growth potential as people seek more interesting, natural products that provide a lift. We are confident this campaign and partnership will excite and engage consumers, increasing brand awareness and market share.”

Purdey’s contains a blend of grape and apple juices, spring water botanical extracts and vitamins. Although now positioned as a multi-vitamin energy drink, it was originally launched in the 1990s as an ‘adult soft drink’. Britvic acquired it from Orchid Drinks in July 2000, along with sister adult soft drink brands Amé and Aqua Libra (the latter is no longer available).

Britvic is a leading international soft drinks company, with a strong British heritage. In the UK and Ireland, it is the number one supplier of still soft drinks and the number two supplier of carbonates. Its portfolio includes iconic brands such as Robinsons, Fruit Shoot, Tango and J2O. It also has the license to produce a range of PepsiCo drinks in the UK, including Pepsi, 7 UP, Lipton Ice Tea, Sobe, Mountain Dew Energy and Gatorade.

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