Twinings has tripled its marketing budget for iced tea to £1m to turn around a lack of interest in the drink in the UK.
While the iced tea market in the US is worth more than £840m, with about 85 per cent of tea being drunk with ice, Twinings forecasts that the UK market will grow to just £10m by the end of this year.
According to Amanda Williams, director at Storm Communications, which has been appointed to handle the consumer PR push, 46 per cent of those aware of iced tea have never sampled the drink.
The six-figure campaign, using the tagline 'refreshment blended with style', will focus on women's lifestyle magazines.
Titles targeted will range from health-conscious publications, such as Top Sante and Zest, to fashion titles, such as Glamour, New Woman and Red.
'Affluent and professional women' aged 25 to 44 will form the core target for the campaign, Williams told PRWeek, to reflect Twinings' positioning as a more premium brand within the iced tea market, which is led by Lipton's.
It will also target TV, radio and women's websites, such as handbag.com.
The push coincides with new packaging and the introduction of two iced green teas, and will include a sampling programme that will take in Ladies' Day at Royal Ascot in June.
Trade PR for Twinings' iced tea continues to be handled by the Clinton Partnership.