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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As the King’s Cross restaurant prepares for its first summer, hicce X Wolf & Badger have used their prime alfresco space to open a living botanical terrace. Partnered with Ketel One Botanical, a new first-of-its-kind spirit, which is set to revolutionise summer drinking, the outdoor bar overlooks the courtyard at Coal Drops Yard and Heatherwick Studio’s showpiece ‘kissing’ roofs.

Seating 70 guests, hicce’s living botanical terrace is expansive enough to accommodate two rows of tables for both drinkers and diners. At its centre is a wide, specially created bar featuring botanical plants, their foliage spilling down from the top and framing the preparation and serving area. The terrace’s green and cream tables each have vibrant botanical centrepieces to enhance the theme.

The new Ketel One Botanical range, which has been distilled with botanicals and infused with natural fruit essences for a crisp, refreshing taste, the bar offers a range of six serves, each a variation on a spritz. These drinks harness the flavour notes of each Ketel One Botanical variety: Ketel One Botanical Cucumber & Mint is mixed with Belsazar Dry vermouth, elderflower cordial, sparkling wine and soda; the Ketel One Botanical Grapefruit & Rose has been paired with Belsezar Rose vermouth, camomile and lemon grass syrup and sparkling wine. hicce’s signature cocktail features Ketel One Citroen, sake, elderflower tonic syrup and shiso leaf is also available on tap and served by the glass or pitcher. Beer drinkers can order hicce’s house IPA courtesy of Hackney Brewery, while a selection of organic, vegan and sustainable wines are also offered.

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Jägermeister has unveiled a new nationwide 360-degree campaign to drive awareness of the brand and its new hero serve, the Jägermeister Mule, backed by a marketing investment of over half a million pounds.

With consumer education, engagement and sampling at its core, the new ‘Mix it Up for Summer’ campaign comprises events, sampling, out-of-home advertising, point-of-sale materials, on-pack promotions, PR and a new social and digital campaign.

Designed to showcase the versatility of Jägermeister, the UK’s favourite speciality liqueur, the campaign celebrates the perfect serve, the ice cold shot, whilst offering a refreshing long drink option, ideal for summer occasions. The Jägermeister Mule brings Jägermeister, ginger beer, a lime wedge and slice of cucumber together and can be enjoyed as a single serve or as part of a sharing option.

Jägermeister’s Mix it Up for Summer campaign has been carefully developed with both the trade and consumer communities in mind with a bold ambition to reach 26 million UK adult consumers through social media and 16 million through out-of-home outreach during the coming months. Dedicated executions across the on and off trade channels have been created to reach and resonate with consumers built on insight. Over 80% of consumers report to be open to trying something new, demonstrating demand for innovative serve styles, while ginger over-indexes as a flavour that consumers want to try in cocktails.

The Jägermeister Mule will be showcased at events throughout the summer including the brand’s award-winning JägerHaus at All Points East festival, and throughout the on-trade with a range of specially designed point of sale. 1,500 kits including digital screen content, back-bar plinths, bar runners, paper cups and copper serving vessels, chalkboard stickers, tap machine wraps and staff t-shirts have all been developed to support the serve in the on-trade.

In the off-trade the campaign is being supported in-store with 100,000 neck tags encouraging consumers to ‘mix it up for summer’ with a guide to creating the perfect Jägermeister Mule and a free ginger beer voucher. A dedicated digital campaign with new video assets will run throughout the activity featuring UK Brand Ambassador, Florian Beuren alongside an out-of-home advertising campaign in key city locations and the London underground network.

Paul Menzies, Customer Marketing and Category Management Controller at Mast-Jaegermeister UK, said: “The Jägermeister Mule campaign marks one of the biggest programmes centred around serve versatility ever from Jägermeister. It’s a really exciting time for us with an intricate and ‘always on’ campaign driving the serve and awareness of Jägermeister throughout the summer. We’ve carefully considered the touchpoints of the campaign to ensure we’re achieving maximum exposure to authentically inspire consumers to consider Jägermeister in ways they may not have before.”

Florian Beuren, UK Brand Ambassador at Mast-Jaegermeister UK, said: “The flavours in the Jägermeister Mule work together in harmony to create a really refreshing serve that lets the signature taste of Jägermeister come through. Ginger has been hailed as a trend-leading flavour for 2019 and has long been celebrated by Jägermeister as one of the core five ingredients in the liquid so the ginger beer works well to amplify this. The addition of lime and cucumber balances the fiery tones of ginger resulting in a simple yet complex serve.  I think consumers will be surprised to try the Jägermeister Mule and embrace the flavours of Jägermeister in new ways.”

Jägermeister’s Mix it Up for Summer campaign will go live in June and run until September. Off-trade promotional packs will be available for two months over July and August in 35ml and 70ml bottles in the key grocers.

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Radio Rooftop, ME London Hotel’s iconic bar with panoramic views of London has been transformed by Jackanory into Spirit of Summer terraces in collaboration with Patrón Tequila and Bombay Sapphire. Located on the 10^th floor, each terrace has been transformed into an exclusive, immersive space perfect for enjoying the warmer weather and the unique views across the River Thames. Each side – one a Mexican Hacienda and the other a Botanical Garden – represents these world-renowned brands; their heritages translated through design and innovative food and drink menus.

The Patrón Mexican Hacienda terrace features a terracotta-coloured cabana decorated with typical Mexican splashes of colour, tropical foliage and cacti. A selection of summer tequila cocktails and margaritas with a difference add to the Mexican summer feeling.

The Bombay Botanical Garden terrace houses two azure garden sheds decked out with hanging baskets, blankets, watering cans and garden furniture creating an English garden in the sky. A selection of crisp, refreshing drinks filled with fruits and herbs offer a different take on the classic Gin & Tonic, using Bombay Sapphire English Estate.

Harriet Cuming, London Activation Manager of Bacardi, Bombay Sapphire and Grey Goose, said: “We wanted to celebrate the heritages of Patrón Tequila and Bombay Sapphire in partnership with Radio Rooftop and Jackanory have helped us create two themed terraces that do just that. Visitors to each terrace will be immersed in a Mexican hacienda or an English garden, adding to their overall drinking experience.”

Lucy Gillions, Co-Founder of Jackanory, said: “We believe that a drinking experience shouldn’t just be about taste. It should be so much more than that. We want drinkers to enjoy a multi-sensory, immersive experience that will surprise and delight on all levels. We’re thrilled to be working with these world-renowned drinks brands and the ME Hotel to create more immersive drinking experiences for visitors to Radio Rooftop.”

The Spirit of Summer terraces will operate throughout the summer until late October at Radio Rooftop, ME London, 336 – 337 Strand, London WC2R 1HA.

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