Nestea, Coca-Cola Company - Striking the goliath of iced tea with an innovative, strategic punch

What do you do when 90% of Australian households refuse to try your category? This was the task facing Nestea in the ready-to-drink Iced Tea category.

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...

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