Iconic advertising campaign gets a new life supporting the relaunch of Nestea’s ready-to-drink iced tea products, now with more flavor and fewer calories
Nestea today officially announces the revival of the brand’s iconic “Nestea Plunge” with the new 2014 advertising campaign. This updated communication strategy is designed to promote Nestea’s new and improved recipe, featuring more flavor and fewer calories in every bottle. To further support the product relaunch, the brand will offer a “Nestea Plunge Into Summer” sweepstakes beginning on June 2nd with chances to win a variety of prizes throughout the summer.
Since the 1940s, Nestea’s products have been favorites among consumers. The original “Take the Nestea Plunge” advertising campaign debuted in the 1970s and ran through the 1990s. The popular ads, which featured individuals in need of refreshment falling backwards into a pool of water after taking a sip of ice cold Nestea, cemented the brand’s place in pop culture history.
“The Nestea Plunge epitomizes that invigorating dose of refreshment our fans expect from Nestea,” said Sara Hilliard, Senior Brand Manager. “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, television 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 television 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, Publicis Hawkeye. “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 is also adding a splash of fun to the season with the launch of the “Nestea Plunge Into Summer” sweepstakes. Fans 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, 2014 through August 30, 2014. To enter, consumers can input codes from a Nestea bottle at the official promotion website.
Nestea’s range of iced tea products are made from real tea leaves and include refreshing flavors like 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. Nestea also offers a selection of Liquid Water Enhancers, including Iced Tea with Lemon, Iced Tea with Peach, Half Lemonade/Half Iced Tea, and Green Tea with Citrus. Nestea is available in most grocery, convenience and drug stores.
Consumers can visit Nestea’s Facebook page to learn more about the “Take the Nestea Plunge” campaign and share how they Plunge Into Summer with #NESTEAplunge.
Social Media:
- Website: nestea-usa.com
- Facebook: facebook.com/nesteausa
- Twitter: twitter.com/NESTEA
- Instagram: instagram.com/nesteausa
About Nestea
About Nestea: Nestea joined the Nestlé Waters North America brand portfolio in January 2013. A favorite American brand for over 40 years, Nestea has 95% awareness among U.S. consumers. Following a reformulation in 2014, Nestea contains 70 calories or less per 12 ounce serving, while also delivering an outstanding consumer preferred taste profile. Nestea is available in a variety of bold, refreshing flavors including: Iced Tea Lemon, Iced Tea Raspberry, Green Tea Citrus, Red Tea with Pomegranate Passion Fruit, Sweet Iced Tea, Diet Green Tea Citrus and Diet Iced Tea Lemon. Nestlé Waters North America is the third largest non-alcoholic beverage company by volume and offers a range of healthy bottled water products as well as flavorful ready-to-drink teas.
About Nestlé Waters North America
As the third largest beverage company by volume in the U.S., Nestle Waters North America provides people with an unrivaled portfolio of healthy beverages. Among them are natural spring water brands such as Poland Spring, Deer Park and Arrowhead. Its national purified water brand is Nestlé Pure Life. International brands include Perrier and S.Pellegrino. The company’s line of ready-to-drink teas now includes Nestea, Sweet Leaf and Tradewinds. Based in Stamford, Connecticut with 7,500 employees nationwide, Nestle Waters strives to reduce its environmental footprint, improve recycling rates in North America, and create shared value in those communities where it has operations.
About the Nestea Sweepstakes
The Nestea Plunge sweepstakes will run from June 2, 2014 to August 30, 2014. Terms and conditions can be found at www.nestea-usa.com/plungeintosummer.
About Publicis Hawkeye
Publicis Hawkeye is a full-service advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company. Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, CiCi’s Pizza, Continental Mills, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.
