Nestea is going back to its roots. With summer fast approaching, the company is reviving its classic "Nestea Plunge" ad campaign, while at the same time adding new flavors to reinvigorate the brand.
"We are going back to the basics--50 years of brand equity and consumer trust together with new flavors will make Nestea an even stronger contender in the competitive iced tea category," said Abigail
Berens, Nestea brand manager. In new print, radio, outdoor, and point-of-purchase efforts that will run throughout the summer, consumers will be urged: "Go on. Take the plunge." Some of the creative
will feature celebrity chef Sandra Lee. Tea sales volume was up 28 percent for the first quarter in the take-home channel, according to
Beverage Digest. However, the former Nestea Cool was down
-24.9 percent, giving it a 7.6 share of the category. Arizona (up 54.1 percent) leads teas with a 36.2 share. Nestea will try to reverse that trend with its reformulated lemon and diet lemon drinks as
well as new peach and diet peach green teas. The relaunch comes as Nestea parent Coca-Cola Co. readies its new premium tea brand Gold Peak, which will target "everyday gourmets" ages 18-49.
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