The Rise & Slide event will take place from 7.30am-7.30pm on 19 June along King’s Boulevard in north London.
Fans of the brand have been encouraged to bring swimwear and inflatables to the experience, and will have to register for free tickets through Lipton’s dedicated Be a Daybreaker microsite.
The first event of the series will take place this Friday (5 June) at the Sky Garden and feature a performance from Irish duo Hudson Taylor. One week later (12 June), the brand will host an exclusive morning viewing of the V&A’s exhibition, Alexander McQueen: Savage Beauty.
Other Daybreaker events taking place throughout June and July include a luxury commute by cruise, a morning film screening with Rooftop Cinema Club and a ‘dawn party’ at Old Street Roundabout with Good Times DJ Norman Jay.
Content from the events will be seeded on social networks targeted towards millennials. The campaign will also be supported by media partnerships with XFM and Time Out.
Lipton Daybreakers will aim to reposition the ice tea as a brand to be consumed by young people throughout the year, rather than just on holiday.
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