NEW YORK -- Looking to introduce a new generation to a 70-year-old brand, Nestea made a splash May 17 in New York, bringing a tiny house and new spokesperson—actress Anna Camp—to the city’s Herald Square.
“People gravitate toward tiny houses because of their simplicity,” Senior Brand Manager Matthew Marrone told CSP Daily News. “Similarly, consumers told us they want simple ingredients [in their food and drinks]. So we’re showcasing how less is more, a reflection of our simpler, new Nestea.”
Here are more details of the relaunch promotion …
Nestea reformulated and repackaged its iced teas late last year, rolling out seven new styles and flavors to retailers in February.
Now the “new,” 70-year-old tea brand, a product of Stamford, Conn.-based Nestle Waters North America, is looking to appeal to the millennial generation of consumers.
“We talked to 7,500 consumers and found the Nestea brand had 87% awareness, but we were not on-trend,” Marrone said.
The reformulated drinks aim to change that.
“The trend in RTD (ready-to-drink) tea is for simpler beverage choices, more naturality; that’s where the growth is,” Marone said.
The new premium, real-brewed iced teas are made with five ingredients (tea, real sugar, water, rooibos and citric acid) at most, and are available in four varieties:
Unsweetened Black Tea
Slightly Sweet Black Tea
Slightly Sweet Black Tea With Rooibos
Slightly Sweet Organic Green Tea
Nestea’s reformulated classic iced teas, available in lemon, peach and raspberry, are sweetened with real sugar and stevia extract, are GMO-free and contain no high fructose corn syrup, artificial colors or flavors.
Nestea’s campaign will continue at retail, where display execution and point-of-sale signage will communicate the “less is more” message through graphics and visuals that “celebrate the deliciousness of tea.”
“Nestea is a trusted brand; it’s a sleeping giant,” Marrone said. “This is what people expect from Nestea: an authentic tea experience.”