Lipton Ice Tea is to sponsor Brisbane City Council's public bike hire service with branding on the mud guards of each bike and out-of-home sites.
The CityCycle service, operated by JCDecaux, will join forces with the Unilever brand for a 12-month period. The sponsorship, which kicks off today, will also provide Lipton Ice Tea with exposure at bus shelters, on billboards, and other out-of-home locations.
At select periods during the partnership, including today, Lipton Ice Tea will be sampling its products at several CityCycle bike stations throughout Brisbane.
Lipton Ice Tea marketing director Tony Stein said: "We are very proud to be the major sponsor of the CityCycle initiative in Brisbane. The scheme reflects everything Lipton Ice Tea as a brand stands for - positivity, enjoyment and having fun."
JCDecaux general manager of sales and marketing Max Eburne said: "The new out-of-home assets relating to the CityCycle project will dramatically change the streetscape in Brisbane."
The partnership was devised by media agency UM.
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