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’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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