Nestea, Coca-Cola Company – Striking the goliath of iced tea with an innovative, strategic punch
Agency: Ogilvy Sydney
EXECUTIVE SUMMARY
What do you do when 90% of Australian households refuse to try your category?
This was the task facing Nestea, the challenger in the Ready To Drink, Iced Tea category.
Lipton, at 70% of share, spent $35m advertising the health benefits of Tea yet Iced Tea only accounted for 2% of NARTD sales in 2007.
The barrier to consumption was taste, the belief that Iced Tea is hot tea gone cold.
This is a story of how advertising repositioned Iced...