Britvic has announced a £3 million summer campaign for the leading Ice Tea brand Lipton.

The multi-platform campaign, ‘Sunshine Makes It Taste Better’, includes a new TV creative and will run for a period of seven weeks, including five weeks on TV.

The campaign will be supported by OOH, digital & social, sampling and in-outlet activity.

“Given that every £7 in £10 spent on ice tea is spent on Lipton Ice Tea, we are confident we can command this space,” said Rachel Phillips, OOH commercial director at Britvic.

“With 5 million ice tea shoppers in the UK and penetration at 10 percent, it’s a strong category to be a part of right now and we’re confident this will only continue.”

The Lipton portfolio is low in calories and falls below the sugar levy, with no artificial colours or preservatives. The flavours available in the core range include Peach, Lemon, Mango and Raspberry.