• by Fern Siegel , May 24, 2024

The Coca-Cola Company's Gold Peak Tea is launching its new summer campaign, "Real is Gold." 

The "Real is Gold" tagline underscores the ice tea brewed with real tea leaves. The work also introduces its new "spokes-sipper" Norm, who shares his tea-inspired wisdom.

The 30-second intro spot is here. Short social videos will share Norm's take on life, tea and authenticity, running in cinemas, TV, print and in-store promos.

The campaign from WPP Open X, led by VML and supported by EssenceMediaCom, Village Marketing and Grey, is the first major brand platform for Gold Peak Tea.

“With so much fakeness and artificiality, 'Real is Gold' is a rallying cry to be different,” Rosie Bardales, Chief Creative Office, VML, told Out to Launch. “Transporting consumers from their everyday life to the real tea fields is our way of helping them stop, grab a Gold Peak Real Brewed Tea, and recognize the golden moments happening in their everyday lives."

Gold Peak Tea is owned by the Coca-Cola Company. In 2015, it became the 20th billion-dollar brand within company, according to A.C. Nielsen.