Britvic has unveiled details of Extend Your Weekend, its summer campaign for Lipton Ice Tea.
As a follow-on to last year’s Daybreakers campaign, the drinks brand will hold eight Monday morning events across London between 20 June and 8 August to encourage the city’s commuters to break their usual beginning of the week routine.
Each activation will finish by 9am, allowing consumers “to start their working week in a fun and uplifting way”. They are set to include three ‘hero events’: brunch created with ‘culinary artists’ Bompas & Parr, a music festival and a cycle-powered cinema. Consumers can enter a draw to win tickets by visiting Extendyourweekend.co.uk, where the full schedule can be found.
There will also be five further ticketed events that shoppers can attend via the website, with prices starting at £10.
The summer push is being supported by outdoor advertising including branded London buses, digital support, and sampling activity to reach more than 600,000 consumers.
“We want to encourage consumers to beat the Sunday night blues and start their week refreshed,” said Kevin McNair, GB marketing director for Britvic. “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.”
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