Using multiple platforms for an integrated approach including radio, digital, in-store trade activation and sampling at festivals, beaches and shopping malls, Lipton Ice Tea set out to capture the attention of 18 to 25-year-old ‘possibility embracers’.

Lipton Ice Tea’s marketing manager, Neo Phiri, explained, “Through this campaign, we aimed to reach individuals who believe the richest life is lived by those who open their minds to embrace life’s possibilities every day. We know that Lipton Ice Tea drinkers love life, summer and experiences and we are a social, youthful and fun brand. We wanted to open the door to the possibility of fulfilling our consumers’ dreams and enhancing their summer experiences.”

Consumers were encouraged to buy any Lipton Ice Tea promotional pack from our range of peach, peach light, lemon, raspberry, mixed berries, rooibos and green ice tea. They then had to enter their unique number to win one of 18 weekly cash prizes of R5 000, or an Audi A1 1.2TFSI. Durbanite, Carl von Brandis won the Audi A1 1.2TFSI and the weekly R5000 cash winners from across South Africa include: SP van Wyk; Karen Genevieve Vathian; Given Mabasa; Leanne Constance Katemba; Yolandi Oberholzer; Anna van Wyk; Jabulani Mthetwa; Michelle Bahlmann; Milton Rogerson; Brian Baker; Angela Fouche; Saskia Pienaar; Elizabeth M S Orffer; Refilwe Kgatlhane; Justin Hartley; Don Fischer; Royn T Kaaping and E Robert Kyle. For more details on this, click here.

The competition was promoted across all the campaign’s consumer touch points, driving consumers to ‘keep on refreshing with Lipton Ice Tea’ and urging those who bought into the campaign, to inspire others to ‘Taste the Brightside’. “The campaign’s radio spots were produced by Y&R Advertising and were very effective in communicating the key messages through a conversational tone. Plus, the quirky nature of the voice-over artist aligned with the ‘Taste the Brightside’ message of the brand, evoked a feeling of fun and adventure,” expressed Phiri.

She continued, “Based on a survey that we conducted during our sampling activations, 100% of survey respondents said they would consider purchasing Lipton Ice Tea as a result of their experience at the sampling activation. And during our beach activations, one of the respondents said, “there’s nothing better than a cold Lipton Ice Tea on a hot summer day.”

Lipton Ice Tea provides a refreshing pure taste that bursts with the flavours of tea extract and fruit. Infused with trusted ingredients, Lipton Ice Tea quenches thirsts and revitalizes with just the right level of sweetness.

To become part of the Lipton Ice Tea ‘Brightsider’ community of ‘Taste the Brightside’ fans, go to Lipton Ice Tea South Africa’s Facebook page or visit www.liptonicetea.co.za.