Having tea with IMIGe

Tea businesses often advertise their products in places where surfaces belong to IMIGe. Advertising at the point of sales is however, most frequent, as this is where customers can be influenced most effectively. A perfect example of such a campaign is the Shelf Stopper promotion for Twinings in December 2006. The main message in addition to communicating brand advantages, was authenticity, since Twinings is the oldest tea brand in the world. Hot and ice drinks are advertised in the appropriate seasons. Sara Lee advertised the instant version of its ice tea on beaches and in Tesco hyper markets with beach benches and shelf stoppers in July and August. Beaches appear to be an excellent place for sales and can be regarded as an independent advertising channel. Impulsive purchases are typical on beaches and a large part of target groups spend a lot of time there in the summer.