Specially Blended Tour and Sweepstakes
Luzianne Iced Tea was facing a perfect storm: rapid expansion into new markets, new packaging and pressure to maintain robust summer sales. Leverage met the challenge head-on, creating the Specially Blended summer tour, which reinforced key brand messages (Luzianne is "specially blended" for iced tea) with a 10-market sampling tour, a sweepstakes, and a large social media awareness component.
To spread the word about the new packaging, we used a 40' moving billboard — the Specially Blended RV — which also served as our mobile tour vehicle and the Grand Prize for the Sweepstakes.
