NEW YORK – The Perrier Group will begin sampling its new Celestial Seasons brand of ready-to-drink iced teas later this month in four states where the new entrant to the booming ready-to-drink iced tea market is widely available. Sampling outside of retailers and ‘point-of-sweat’ athletic events starts July 26 in Dallas, Denver, Houston, Miami, San Francisco and Tampa – six of the 15 markets where TV, radio and outdoor ad support broke in mid-June and will continue through mid-October. Sampling of three-ounce cups outside of retail will be augmented by cents-off coupons and premium offers, along with 12-foot inflatable likenesses of the bottles.
Copyright Adweek L.P. (1993)
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