Effies
Australia
Striking the goliath of iced tea with an innovative, strategic punch
Agency
Oglivy Australia
Client
Coca-Cola
Awards
Silver
Beverages
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.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Managing Partner/Head of Strategy | Mike Daniels | ||||||||
| Senior Creative Strategist | Barry Mowszowski | ||||||||
| Business Director | Robbie Moore | ||||||||
| Senior Account Director | Makafui Gbogbo | ||||||||
| Account Director | Dan Lacaze | ||||||||
| Account Executive | Lucy Smith, Marnie Cartwright | ||||||||
| Executive Creative Director | Bruce Matchett | ||||||||
| Art Director/Creative Group Head | Gordon Higgins | ||||||||
| Copywriter | Peter Rush | ||||||||
| Group Marketing Manager | Andrew Jeffrey | Coca-Cola South Pacific | |||||||
| Marketing Manager, Nestea | Pam Wyatt | Coca-Cola South Pacific | |||||||
| Brand Manager, Nestea | Lucy Turnbull | Coca-Cola South Pacific | |||||||
| Assistant Brand Manager, Nestea | Mark Wiedermann | Coca-Cola South Pacific |
Category Sponsors
Beverages
