Beverage News / Tea and Coffee / Marketing

Nestea brings back ‘Nestea Plunge’ campaign

Advertising platform supports relaunch of RTD iced tea products

May 28, 2014
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Nestea, a brand of Stamford, Conn.-based Nestlé Waters North America, announced the revival of the brand’s “Nestea Plunge” marketing effort with the new 2014 advertising campaign. This updated communication strategy is designed to promote Nestea’s new recipe, which features more flavor and fewer calories, the company says. To further support the relaunch, the ready-to-drink (RTD) tea brand will host a “Nestea Plunge Into Summer” sweepstakes beginning June 2 with chances to win a variety of prizes throughout the summer. 

The original “Take the Nestea Plunge” advertising campaign debuted in the 1970s and ran through the 1990s. The ads featured individuals in need of refreshment falling backwards into a pool of water after taking a sip of ice cold Nestea.

“The Nestea Plunge epitomizes that invigorating dose of refreshment our fans expect from Nestea,” said Sara Hilliard, senior brand manager, in a statement. “We’re thrilled to kick off the summer with the revival of this iconic campaign as well as a better-tasting and lower-calorie Nestea than ever before.”

The new advertising campaign, created and produced by Publicis Hawkeye, is brought to life through print, TV and online advertisements. The campaign pays homage to Nestea’s classic ad spot while reinterpreting it in an energetic and contemporary way, appealing to new users and long-time Nestea fans alike. In the new TV ad, a stranded musician is found wandering the desert. After grabbing a cold Nestea, he plunges backwards into water and is quickly transported to a concert where he is a crowd-surfing star.

 

 

“The Nestea Plunge is an iconic, pop-culture campaign,” said Brad Roseberry, chief creative officer for Publicis Hawkeye, in a statement. “We are taking a page from the past and reimaging it for a new generation. We hope it becomes as much a part of today’s culture as it was back then.”

Nestea also is adding a splash of fun to the season with the launch of the “Nestea Plunge Into Summer” sweepstakes. Consumers are encouraged to enter for a chance to win one of more than 300 refreshing prizes, including digital cameras, concert tickets, wireless pool speakers, beach volleyball sets and a year supply of Nestea. The sweepstakes will run from June 2 through Aug. 30. To enter, consumers can submit codes from  Nestea bottles at www.nestea-usa.com/plungeintosummer, the official promotion website.

Nestea’s range of iced tea products are made from real tea leaves and include Iced Tea with Lemon, Diet Iced Tea with Lemon, Green Tea with Citrus, Diet Green Tea with Citrus, Iced Tea with Raspberry, Red Tea with Pomegranate, and Passionfruit, and Sweet Tea varieties. Nestea also offers a selection of liquid water enhancers, such as Iced Tea with Lemon, Iced Tea with Peach, Half Lemonade/Half Iced Tea, and Green Tea with Citrus.

Consumers can visit Nestea’s Facebook page to learn more about the “Take the Nestea Plunge” campaign and share how they “Plunge Into Summer” by using the hashtag #NESTEAplunge.

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