Southern Breeze Sweet Tea this summer set out to win the hearts of traditional sweet tea markets in the Mid-Atlantic and Southeastern U.S. with its Sweet Ride truck tour. Throughout the campaign, which ran from May 26 to July 3, the brand made stops at local grocery stores while en route to larger more traditional summer events, like Taste of Charlotte and Trenton Pork Roll festival. The tour was designed to show consumers that calorie-free sweet tea can taste just as good as their mamas’ home brew.
Equipped with branded concession trucks, Southern Breeze aimed to engage consumers at 11 large southern lifestyle festivals, offering product samples and light-hearted games such as the Flavor Wheel, which dealt out summer-themed prizes like paddle fans, baseball hats and Frisbees. Participants with a more competitive side could toss makeshift tea bags to reflect the tailgate favorite—corn hole—as they were treated to samples of Sweet Tea.
When the brand’s Sweet Ride wasn’t making stops at local festivals, it was paying a visit to one of 17 local grocery stores, where teams promoted the brand by offering mini samples of Sweet Tea, along with a coupon to purchase the product in-store that day.
The overarching theme of the Southern Breeze tour, however, was #SharetheSweetness, which played off of the South’s reputation for being warm and friendly. The brand unleashed teams within each community to encourage consumers to pay it forward in the form of a simple gesture of kindness in their daily routine. Participants were then urged to tweet their act of sweetness or share a photo on Instagram of something wholesome that reminded them of home. A microsite provided a live feed of consumers’ photos and the best examples were selected. The winners were rewarded with promotional swag.
“Our brand is really about sharing the essence of hospitality and charm,” says Tina Coccodrilli, brand manager at Harris Tea, parent company of Southern Breeze. “Drinking sweet tea is one of the most special southern traditions. We wanted the consumer to feel the brand because we have a welcoming, friendly personality and we really wanted to bring that to life and show consumers first-hand.”
Ultimately, consumers lapped up what the brand had to offer. By the end of the tour, Southern Breeze had racked up more than 1.4 million total brand impressions and distributed a total of 109,841 samples. Pretty sweet. Agency: Refuel, New York City.