Ice tea brand Lipton is kicking off summer with the launch of its first on-pack promotion.
Offering shoppers the chance to win the ultimate summer of music, they can scan QR codes for the chance to win hundreds of prizes every week.
Supported by festival-inspired packaging, the activity is designed to drive standout on soft drinks shelves and “boost shopper engagement and reinforce Lipton’s position as the go-to iced tea brand for summer occasions,” it said.
Four lucky winners will receive a headline prize of a VIP Reading & Leeds Festival weekend experience for themselves and three friends, complete with VIP access, camping, travel and £1,000 spending money.
Also up for grabs are 117 pairs of VIP day tickets to Reading, Leeds, TRNSMT and Parklife festivals, alongside 10 pairs of Gold Guest Creamfields weekend tickets.
The promotion also includes a wide range of music and entertainment rewards, such as £500 music event eGift cards, Currys vouchers, music streaming subscriptions and thousands of free Lipton product coupons and product supply of Lipton.
Clare Brosnan, brand director for hydration at supplier Carlsberg Britvic, said: “With ready-to-drink formats continuing to grow in popularity, particularly across the summer months, we’re confident that marking our first-ever Lipton Ice Tea on-pack promotion with a music mechanic - close to consumers’ interest - will be a hit.”
The on-pack promotion and limited festival themed packs are available across the grocery, convenience and wholesale channels until 11 August.
The activity will span Lipton Ice Tea Peach and Lemon in a variety of formats, including 500ml PET and pricemarked packs, 1.25L bottles and multipacks of six, supported by a summer marketing campaign including social, OOH and digital media. Mass sampling is already live, alongside an activation at Reading Festival at the end of August.
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