Fuze Tea has partnered with Joanna Lumley to launch its new ‘Calm the Commute’ campaign, which will include a series of unexpected moments for commuters on their journey home.

The new low-calorie iced tea brand from Coca-Cola European Partners (CCEP), which features calming ingredients such as chamomile and hibiscus, is calling on the British public to take some time out of their day to enjoy some much-needed ‘me-time’ on their commute home.

The activity began in May, when Joanna Lumley surprised commuters by treating them to an impromptu book reading.

The ‘Calm the Commute’ campaign is being supported by out-of-home advertising, as well as Video on Demand, mobile advertising and digital and social content. The out-of-home activity will concentrate around commuter hubs such as major train stations and bus stops.

Experiential sampling will also be taking place across the country throughout the summer. Sampling will take place at commuter hotspots and business offices. Consumers will also receive money off coupons for their next Fuze Tea purchase.

Simon Harrison, customer marketing director GB at CCEP, said: “We launched Fuze Tea earlier this year in response to growing consumer demand for ready-to-drink iced tea, which has grown by 12% in the past year as busy Brits look to enjoy a refreshing drink on the go (Source: Nielsen/CGA total market; MAT to June 2017).

“Fuze Tea’s new campaign encourages people to switch off on their journey home, following our research that shows four in ten Brits rarely get any ‘me-time’ but when they do, it’s usually on their commute back from work. The brand has lots of exciting things in store for London’s commuters over the next few weeks.”