Gold Peak Tea: Take A Year Off, On Us
Coca-Cola’s Gold Peak Tea brand -- which drove more than a third of the growth in its iced tea category last year and is seeing double-digit gains across shelf-stable,
chilled and cup-served formats -- is departing from its heretofore rather minimal marketing approach with a new campaign.
The campaign offers fans a chance to win $100,000 to take a year off to relax or pursue their long-time dreams, such as starting a business, writing a novel or making a movie (plus a free year’s worth of the brand’s tea).
Today through July 13, those 18 and older can enter on Gold Peak’s Facebook page by “liking” the brand and describing what they would do if given the opportunity for a year off.
Gold Peak will narrow down the pool of applicants, and the top candidates will then submit videos elaborating on why they deserve to enjoy “the comforts of home” for a year.
The ultimate decision will be left to the public: Online voting on the finalists will be open to any/all. The winner will be announced around Labor Day.
The contest ties in with the brand’s marketing theme of Gold Peak's offering “comfort-of-home brewed taste” wherever people may be, says John Roddey, VP, water, tea and coffee for Coca-Cola North America. “We hope this program reminds people that we all need to take time to refresh, renew and enjoy a bit of home every day,” he notes.
The campaign also includes print, radio, social media, digital and consumer sampling. As of the afternoon of June 5, Gold Peak Tea had about 87,000 Facebook “likes,” but just 41 Twitter followers and 81 following on Twitter.
Gold Peak, which says it uses the highest-quality tea leaves, pure, filtered water and “real” sugar, currently offers six varieties.
Recent Marketing Daily Articles
-
Affluent Consumers Continue Spending June 19, 4:53 p.m.
Attribute it to an improving economy, or simply fatigue in behaving a certain way, but the ... -
Voss Water In Socially Driven Summer Campaign June 19, 3:27 p.m.
Voss Water has launched a social-plus-retail summer campaign designed to engage consumers and strengthen relations with ... -
Chevy Back With MOFILM For Oscars June 19, 3:22 p.m.
Chevrolet has tied a five-year knot with the Oscars, with attention on independent filmmakers. Chevrolet’s theme ... -
Nissan Opens Door To Versa Launch June 19, 2:18 p.m.
Nissan’s new Versa Note is a "A Door to More" in the automaker’s campaign for the ... -
Saks Fifth Avenue Rolling Out New Campaign June 19, 11:12 a.m.
Saks Fifth Avenue is debuting a new marketing campaign, which it hopes will sell shoppers on ... -
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
<Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ...
Be the first to comment on "Gold Peak Tea: Take A Year Off, On Us "
Leave a Comment