Coke's Nestea Takes Plunge Into Webisodes

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Coca-Cola’s Nestea is the latest brand to tap online-only programming. CTRL, which launches on sites like NBC.com, USANetwork.com and Hulu.com this month, stars Tony Hale of Arrested Development as an office worker with the ability to change everyday reality by drinking Nestea. The effort is an attempt to reach what Annis Lyles, vp of media and interactive for Coca-Cola, North America, calls the sweet spot for the brand—millennials—and augments Nestea’s “Liquid Awesomeness” campaign from Venables, Bell & Partners, which features a spokesperson, Steve, running Nestea experiments via a live Webcam in his home.

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