THE CHALLENGE

To amplify a range of summer events targeting young, London-based adults, with the aim of transforming their view of Lipton Ice Tea.


THE INSIGHT

The UK represents a large growth opportunity for Lipton Ice Tea, but a variety of barriers mean that the brand has had limited cut through. With London having the largest quantity of young adults in the UK, a series of summer events was organised, encouraging people to refresh the start of their day and #BeADaybreaker.

THE IDEA

Amongst the six free-to-attend events was ‘Rise and Slide’ – a 100m water slide on King’s Cross Boulevard. We created engaging content from video to influencer curated blogs to drive awareness and engagement with consumers and media alike. This was underpinned by social amplification to drive ticket registrations and event reviews.

THE OUTCOME

For the waterslide alone, Publicasity gained coverage in seven national newspapers, 11 London-based media and a variety of other online media.  The coverage was 100% positive and all of the pieces featured the ‘Be a Daybreaker’ Lipton Iced Tea campaign messaging.