- 'Don’t knock it ‘til you’ve tried it'

iD created the ‘Don’t knock it ‘til you’ve tried it’ experiential campaign for Lipton Ice Tea.

How it worked

  • A summer sampling campaign to drive maximum trial and awareness of the great taste of Lipton Ice Tea
  • Over 58 days trained brand ambassadors travelled around London and the South East sampling to consumers across a range of different environments including offices and supermarkets
  • Roaming hit squads toured the capital sampling with jet packs

The Results

  • 498,968 chilled samples distributed
  • 80% of consumers claimed to like the taste post campaign
  • 73% of consumers claimed to be more likely to buy Lipton Ice Tea post campaign
  • 2 new retail listings
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