In focus groups, when Spanish consumers were asked what kind of a drink tea is, the answer was a brew for old logics and the infirm. The joint venture from the two global brands will try to convince Spaniards that Nestea iced tea is a new-generation drink. The tagline: "Come to a new way of refreshment."
Nestea's arrival in Spain comes during fierce competition among soft drink brands. Kas, a Spanish lemon and orange soft drink brand owned by Pepsi, has begun a redesign of its cans, and the isotonic market is also heating up with a battle between Aquarius and Isotar. Meanwhile, Nestea has to open a new market and battle a heavily ingrained coffee habit. According to Jean Rubio, product manager of Nestea, "Spaniards tend to be conservative about trying new soft drinks, but our initial figures are showing that Nestea is making inroads."
The company and its ad agency, McCann-Erickson, have come up with a wide-reaching launch campaign aimed at consumers and the trade. The campaign explains what Nestea is, how to drink it, even where to stock it (far from coffee, close to soft drinks). After successful launches in Germany and Italy, Coca-Cola/Nestle is using Italian TV spots while having McCann-Erickson Espana create local print ads.
Meanwhile, the beverage partnership hopes 800,000 people sample the new iced tea. In July and August hundreds of thousands vacationing on the coast will be guinea pigs for the new iced beverage.
Luis Palacio covers advertising in Madrid.
Copyright Adweek L.P. (1993)