Lipton Ice Tea launches pop-up sampling experience encouraging Londoners to #Beadaybreaker
Thursday July 2, 2015 at 11:06am
Lipton Ice Tea is disrupting routines and refreshing London for Londoners in an attempt to get them to see what their city has to offer in the same way that tourists do as part of its #Beadaybreaker campaign. With the help of experiential agency iD, the brand, which is owned by Unilever, is transforming key pedestrian zones and parking bays with a series of pop-up ‘parklets’, offering fun alternatives to the drab street furniture that adorns London pavements. The parklets feature branded chill out zones with comfortable seating areas and a bespoke bar serving ice cold Lipton Peach Ice Tea. Miniature samples are given out via a team of brand ambassadors with a mission to deliver the ‘perfect serve’ and quench Londoners’ thirst whilst they take some well-deserved time out. Mixologist Alex McKechnie worked with Lipton to develop a complementary garnish that enhances the prominent flavours found in a refreshing Lipton Ice Tea. The ‘perfect serve’ contains Lipton Peach Ice Tea, a wheel of orange and lemon, lots of ice and a sprig of sage, presented in a branded cup with a paper straw. The sampling experience is part of an integrated campaign from Lipton, helping Londoners break free of their routine and get more from their amazing city! The parklets have already appeared at Kings Boulevard, Kings Cross, Bernard Street, Camden and Finsbury Avenue Square, Broadgate. Today, they are at Neal Street, Covent Garden, with an appearance at Bishops Square, Spitalfields tomorrow (July 3rd). They will then appear later in the month at Old Street Station, Covent Garden, St Pauls, the Angel, Islington and Britannia Junction, Camden. 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 and Unilever. Additionally, iD provides teams of highly trained expert demonstrators in retailers throughout the UK for clients including Nespresso, Microsoft, Revlon, Elizabeth Arden and Sage Appliances.