Free iced tea… on Tetley
The bevco wants one-on-one interactions with street teams to be at the core of a summer sampling tour, but radio buys and a Kellogg's partnership are also part of the program.
Tetley is targeting urban markets and cottage country playgrounds with a summer tour to promote Tetley Iced, a new natural tea brewed and sweetened with raw cane sugar, and the marketer will promote the program via radio buys and an in-store partnership with Kellogg’s.
The national summer program will deliver half a million samples of the product at local community events, including several in Ontario’s Muskoka cottage country. The program is hitting markets such as Vancouver, Kelowna, Penticton, Vernon, Calgary/Edmonton, Montreal, Halifax and Ontario’s Bracebridge/Muskoka, Haliburton, Parry Sound, Bancroft and Huntsville areas.
Promo teams will distribute samples on land through cruiser programs, while samples will also hit cottage country waterways via boat sampling – in which branded boats will hit waterways, travel dock-to-dock, attend events and deliver samples to other watercraft. The sampling teams will also be giving away Tetley Iced yoga mats, frisbees, beach towels and tote bags at select events.
Radio spots and promos will air on CHQM/CFUN (Vancouver), SUN FM (Okanagan), JACK FM (Calgary), CFMG FM (Edmonton), MOOSE FM (Ontario), Q92/CKOI-FM (Montreal) and C100 (Halifax).
The in-store partnership with Kellogg’s will see Tetley featured on All-Bran Cereal packaging offering consumers a coupon for a free bottle. Retail promotions will be executed at grocery and convenience stores and gas stations.
Tetley Canada channel development manager Kurt Hatherly says the goal of the program is to distribute a high volume of product through one-to-one interactions. He called the campaign a ‘cost-effective, integrated sampling program complemented by strong media support.’
Toronto-based Mama Media created the sampling program and will execute and manage it. Toronto’s John St. did the radio spots; Pirate Toronto produced them. Individual stations will also produce local promos.