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Nestea encourages consumers to ‘start something different’
The Nestea brand’s first-ever global integrated marketing campaign, The Start of Something Different, fuses storytelling with social and interactive elements to motivate consumers of all ages to embrace new ideas, activities and opportunities.
The campaign debuted in May in Canada and parts of Europe and will reach Australia in November before expanding to other countries where Nestea is sold in 2012.
The campaign encourages new and existing Nestea drinkers to be open-minded, to try new things, and to see the world from a fresh perspective, to spontaneously make positive choices that will lead to something new and unexpected, the company said.
A global TVC titled, The Perfect Day, tells the light-hearted story of two different people seizing the day and taking on new challenges. A young man enjoying a day on a beach with friends is refreshed with a big gulp of Nestea when he puts the bottle on the table and gives it a spin. He expects the bottle to land on one of the young, pretty girls around him, but it instead stops on an elderly woman. Despite being much older, her infectious warmth appeals to him. They end up embarking on a series of new and colourful experiences, including motorcycle riding, rooftop golfing and cliff diving.
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Source: The Coca-Cola Company
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