Coca-Cola Breaks Strong Consumer Activation To Launch NESTEA

To introduce the ready-to-drink iced tea, the entire brand campaign has been developed and executed by Pickle Lintas.

Hitesh Ranot | Delhi | November 17, 2010

Coca-Cola has launched its globally successful ready-to-drink iced tea brand 'NESTEA®' in India. With its brand tagline – 'Lighten Up'; with Refreshingly Light Lemon Iced Tea! – the company has rolled out an aggressive consumer activation campaign focusing on Out-of-Home media complimented with a range activities including radio and print advertising, road shows, extensive experiential sampling, presence in engaging touch points etc.

The entire brand campaign has been developed and executed by Pickle Lintas, the new age communication agency from the Lintas Group.

The product is being rolled out in phases and is first being made available to consumers through select channels and outlets in Mumbai. This will be followed by a pan India launch of the product next year. In the initial phase, NESTEA® is being made available in lemon flavor in an 'on-the-go' 400 ml innovative Ice-rock design PET bottle, affordably priced at Rs. 25. It is targeted at energetic on-the-go young adults who are always on the lookout for naturally refreshing beverage options.

According to Ricardo Fort, Vice President, Marketing, Coca-Cola India, “As a beverage company, our aim is to be able to offer a beverage for every lifestyle and occasion, which also aids long term, sustainable business growth. We are therefore constantly working on high-quality additions to our portfolio. Our entry into ready-to-drink Iced tea segment with the globally successful NESTEA® now provides the consumers with a convenient on-the-go option which is in keeping with evolving consumer lifestyle.”

Milind Pingle, Region Vice President, Hindustan Coca-Cola Beverages Private Limited, said, “Over the next 4 months, NESTEA® would be retailed across 8,000 outlets in Mumbai, supported by strong consumer activation including extensive experiential and focused consumer communication. We expect this offering to catalyze the growth of the entire category thereby contributing to the growth of the overall packaged beverage market.”

NESTEA® is the world's leading ready-to-drink tea brand is available in over 60 countries. Globally it is available in several flavours and has a strong presence in countries such as United States, Canada, Australia, Taiwan, Italy, Spain, Switzerland, Germany, China etc. NESTEA® -the brand - is licensed to Beverage Partners Worldwide (BPW), a 50:50 Joint Venture between The Coca-Cola Company and Nestle S.A.

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