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.