Dive Brief:
- Nestea iced tea wants to win back its once-substantial share of the iced tea market in the United States, and will revive its marketing campaign from the 1970s.
- The Nestle-owned brand is shooting new versions of its "Take the Nestea plunge" commercials, in which a tea drinker falls backward into a water after sipping Nestea. The original ads ran for roughly 20 years before Nestle pulled back on advertising for the brand.
- The market has changed substantially since Nestea was on top. Iced teas are now seen as a heath drink. As a result, Nestea has cut its calorie count.
Dive Insight:
It will be great to see the new versions of those classic Nestea ads. But it's a little perplexing why Nestea didn't take the plunge sooner. The iced tea business in the U.S. is huge now, and that's largely because of Arizona iced teas.
Nestea has waited a very long time to return to a market it once owned. And Nestle may find that a new generation of tea drinkers has no memory of the brand.