CHALLENGE
The ready-to-drink tea category has been exploding.
Alternatively, Nestea,a trusted brand for 70+
years, with
near 90% awareness,
has experienced YOY sales declines, primarily because
of its perceived irrelevance among the Millennial target.
This target, interested in shifting from soda to healthier
alternatives, and desirous of more premium taste attributes,found Nestea’s formulation dated and way too sweet.
Simultaneously, competitors like Pure Leaf, Brisk and Gold Peak,
were investing heavily from an innovation, natural ingredients
and advertising spend standpoint, thereby successfully stealing share.
As a result, it was make-or-break time for the Brand;
it needed to reinvent itself (formulation, flavors, packaging and global
campaign)
and we needed to help reintroduce it to the marketplace.
But, getting Millennials to try it was an extremely difficult task,
as they had already made up their mind about the Brand
— it was their “grandmothers’ iced tea, definitely not for them.
Find out how we got this stubborn,
non-loyal target to give the Brand a try and buy it,
setting a new bar for sales.