Nestea returns to American televisions after being gone for two decades with their revived “Take the Nestea Plunge” campaign.
Originally run from the Seventies through the Nineties, Publicis Hawkeye is bringing back to life Nestea’s original campaign, which is tied to a new reformulation that has reduced the beverage’s calories and improved its taste.
The main objective of the revived campaign is to regain shares lost by Nestea in recent years and the “Nestea Plunge into Summer” sweepstakes will surely help with that. Other companies such as Arizona have been seeing growth as consumers switch from soda to iced tea, which is perceived to be healthier.
The Nestea brand suffered because Nestlé and Coca-Cola disbanded their joint venture, Beverage Partners Worldwide, within the U.S. as of 2012. The Nestea brand was “marginalized” because it “hadn’t been actively communicated in a decade,” but now under the Nestlé Waters North America brand and leadership, there is renewed focus on rebuilding its sales and share. I guess
Rick Tanner, VP of marketing for Nestlé Waters, said that research shows that the “Take the Nestea Plunge” resonates with younger consumers and that many older customers still remember the campaign. The Nestea brand still has a 95 percent awareness among American consumers as well.
The “new” campaign includes a new TV ad and social media campaign with the hashtag ‘#NesteaPlunge’ for users to post their own pictures and videos.
Howard Davidson Arlington MA