DON’T KNOCK IT `TIL YOU’VE TRIED IT
THE GIG
"Lipton Ice Tea faced a consumer perception challenge: British consumers have an aversion to the concept of iced tea, with 60% claiming they don’t like the taste before even trying it. A perception challenge that only experiential could counter…"
THE iD ANSWER
The ‘Don’t Knock it ‘til you’ve tried it’ campaign!
A London based summer sampling campaign to drive maximum trial and awareness of the great taste of Lipton Ice Tea (LIT)
The campaign ran for 58 days and visited a range of environments including London squares, offices, grocery retail, as well as roaming hit squads all across the capital
THE RESULTS
- iD brand ambassadors distributed 498,968 chilled samples
- 87% of consumers claimed to like LIT post campaign
- 73% of consumers claimed to be more likely to buy LIT post campaign
- 2 new retail listings
- ROI within 4 weeks of going live