Lipton Ice Tea launches ‘misting zones’

Lipton Ice Tea and APN Outdoor have launched ‘misting zones’ across Sydney train platforms.

The experiential campaign is designed to cool Sydney train commuters this summer.

Developed with media agency Mindshare, the objective was to target commuters on busy, underground platforms and cool them with mist during peak travel periods, between 7am to 9am and 3pm to 7pm.

Paul McBeth, GM of marketing for APN Outdoor said: “Travelling on public transport on hot days can be very challenging so Lipton Ice Tea’s experiential platform campaign is a perfect example of how a brand can create genuinely meaningful connection with a target audience during their day.”

Tony Stein, regional marketing director at Lipton Ice Tea said: “We know when it gets hot people start to lose their cool. That’s where Lipton Ice Tea comes in, cooling you down and refreshing you completely. So what better way to remind people over summer than by providing a little extra cooling when they’re out and about? The Misting Zones are a perfect expression of what Lipton Ice Tea is about and provide some fun and interaction through a medium that’s usually limited to a broadcast message.”

The campaign will run for 12 weeks over Summer.


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