Vending operator Selecta has teamed up with category partner Britvic Soft Drinks in a new promotional campaign that encourages consumers to get more from their tea break with Lipton Ice Tea.
The exclusive promotion represents the latest team-up between Selecta, Europe’s leading vending operator, and Lipton, the world’s second largest beverage brand. During the high-impact campaign, the brands gave away limited edition wristbands with the purchase of Lipton Ice Tea Peach from Selecta machines across London and East Anglia, to help drive activation of Lipton Ice Tea.
Supported by high impact point-of-sale, the campaign utilised on-product promotional jackets to help engage consumers with the promotion, plus posters, desk drops and machine wobblers placed at key client sites.
Commenting on their latest promotional partnership, Chris Carter, Marketing Manager, Selecta UK said: “Selecta is delighted to team up with a global brand like Lipton Ice Tea. Our partnership with Britvic helps us to add value to our offer for both clients and consumers alike. We are committed to bringing our customers the widest range of leading brands, refreshing our line-up every quarter and backing this with exciting consumer promotions to drive interest and sales.”
Dan Jordan, Account Manager, Britvic Soft Drinks commented: “We are proud to be working with Selecta in a campaign that instantly rewards Lipton Ice Tea fans. The success of this campaign and our track record with Selecta clearly demonstrates the value of leading brands and vending operators teaming up to deliver exclusive, bespoke vending solutions that provide a win-win scenario for both consumers and customers.”
Selecta uses wider market trends and consumer insight, including workplace surveys, to shape its expertise and give consumers what they want.
Chris added: “80% of consumers make their vending purchasing decision within 25 seconds^, which is why it’s important that we offer the right products to suit the market. Lipton Ice Tea has shown a 55% growth per year in the impulse market and with some 33% of consumers going on to buy it once they have sampled it. Tellingly, of those consumers who said that they didn’t like the idea of ice tea, 81% said they loved it after sampling.
As a tasty and refreshing alternative to water, Lipton Ice Tea is a great choice for our customers, and we are proud work with Britvic to support the product’s activation in the UK.”
As the UK’s leading vending operator, Selecta is trusted by 3,500 businesses across the UK and Ireland and is responsible for over 35,000 machines nation-wide.
^Selecta research, 2012
*Source: 20112CV, Selecta Sampling Trial