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Britvic aims to excite shoppers with Taste of Summer push

Wednesday May 21, 2014 at 2:12pm
Britvic Soft Drinks is backing its Lipton Ice Tea, Drench Juicy Spring Water, 7UP Free and Tango variants with a summer POS aimed at ‘shaking up’ consumer routines in the off-trade during the summer. The Britvic ‘Taste of Summer’ campaign will run from June to the end of July with the aim of increasing visibility and driving impulse purchase of Lipton Ice Tea, Drench Juicy Spring Water, 7UP Free and Tango variants with distinctive ‘Taste of Summer’ POS, including free standing display units, chiller tools and posters. The activity, devised inhouse, is designed to ‘excite shoppers and shake up routines in the off-trade’ at a critical time of year for the £2.5billion category. It has been based on the insight (from Nielsen research) that more than 75% of soft-drinks sales take place between March and October with a direct correlation between temperature and on-the-go sales as consumers look to meet their ‘thirst quench’ and ‘tasty refreshment’ needs. Jonathan Gatward, GB marketing director, Britvic Soft Drinks, said: “The ‘Taste of Summer’ campaign will inspire choice and disrupt the purchase decision with exciting POS designed to encourage shoppers, who default to their standard purchase, to buy into one of these great tasting brands. The investment into our latest cross-portfolio activity continues to demonstrate our commitment to the convenience and impulse channel, ensuring that retailers are making the most of the on-the-go soft drinks opportunity.”
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