Tetley Canada Inc. has nationally launched Tetley Iced Tea, a new refreshing beverage made from 100% natural tea that is real brewed and sweetened with raw cane sugar.
The company, which showed off the product last summer in Ontario's cottage country, has rolled out a national summer sampling program that will deliver half a million samples of Tetley Iced, the equivalent of 37,000 two-litre pitchers of iced tea, to consumers across Canada. Tetley Iced samples will be offered in two sizes at local community events, attractions, parks and beaches; larger community festivals including Muskoka In-water Boat & Cottage Show, Art In the Park, Stars Under the Stars, and Juste Pour Rire; as well as retail outlets such as grocery and convenience stores and gas stations.
Offered in four healthy flavours: Green, Green with Pomegranate, Black with Mediterranean Lemon, and White with Blueberry, Tetley Iced is preservative-free with pure and natural ingredients infused with real fruit juices. It's available in 1.89L bottles and 473ml single-serve bottles.
Targeting both major urban centres as well as the largest summer 'playground' markets (cottage country locations), the program is running in Vancouver, Kelowna, Penticton, Vernon, Calgary Edmonton, Montreal, Halifax and will saturate Ontario’s Cottage Country markets including Bracebridge/Muskoka, Haliburton, Parry Sound, Bancroft and Huntsville.
Promo teams will distribute samples on land through cruiser programs. One of the campaign’s highlights is the boat sampling program. Available in select locations, the program is designed to reach people where they really spend time in the summer – on the water, at the cottage. In these select markets, motorized boats featuring the Tetley Iced logo act as moving billboards on the water and travel dock-to-dock to cottages, attending major on-water events, and visiting other watercraft to deliver samples. The sampling teams will also be giving away Tetley Iced yoga mats, frisbees, beach towels and tote bags at select events.
“The goal of our program is to distribute a high volume of Tetley Iced samples across Canada while having one-on-one interaction with our consumer,” says Kurt Hatherly, channel development manager, Tetley Canada. “This cost-effective, integrated sampling program is complemented by strong media support through radio advertising and promotion, ensuring our target audience is receiving the Tetley Iced message through a variety of channels.”
Participating radio stations include: CHQM/CFUN (Vancouver), SUN FM (Okanogan), JACK FM (Calgary), CFMG FM (Edmonton), MOOSE FM (Ontario), Q92/CKOI-FM (Montreal), and C100 (Halifax).
Tetley Iced is also partnering with Kellogg’s for an in-store promotion. Customers who purchase a specially marked box of Kellogg’s All-Bran Cereal at a participating retailer will receive a coupon to be redeemed for a free 1.89L bottle of Tetley Iced Tea.
The sampling program was created, executed and is being managed by Toronto-based Mama Media Inc., who helped to successfully introduce Tetley Iced in Ontario’s cottage country last summer.
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