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 Tea in the minds of young Australians and the trade, attracted new users and increased market share for Nestea.

THE CHALLENGE

Isn't Iced tea Just Tea Gone cold with Lots of Sugar?