NESTEA

The iced tea giant NESTEA ran a variety of Instagram ads to successfully introduce its new iced tea drinks, achieving a 5-point lift in purchase intent overall.

THE STORY
Recipe for success

Since launching in 1947, NESTEA has offered innovative iced tea products. In 2017, parent company Nestlé Waters fully relaunched the NESTEA brand with a refreshed logo, redesigned bottles and completely reformulated tea recipes.

5-point

lift in purchase intent overall

11-point

lift in purchase intent among females aged 25–34

12 million

people reached

NESTEA had a lot of exciting news to share in 2017. Leveraging powerful ad units gave us an opportunity for deeper storytelling with our consumer in an immersive and memorable way. Our multimedia assets complemented the experience and campaign results proved this was an effective way for driving both awareness and future purchase.
CATHY GALLO, DIGITAL STRATEGIST, NESTEA
THE GOAL
Unveiling the “new” NESTEA

The company wanted to make people aware of its revitalized brand and the release of new iced tea formulations, including unsweetened varieties and classic fruit-flavored teas that are made with fewer ingredients.

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THE SOLUTION
Thirst-quenching creative

In 2016, Nestlé Waters had successfully tested new Facebook ad formats for its Perrier brand campaign, so the company decided to use what it had learned to develop its NESTEA ad campaign on Instagram and Facebook.

The spring 2017 campaign was designed to create excitement about the launch of its new iced teas made with simple recipes, which boasted fragrant tea leaves from Nilgiri, India for an improved, authentic taste.

Nestlé Waters partnered with agency 360i for the ad creative, and MetaVision for media planning and buying. 360i solved viewability challenges by following Instagram’s mobile best practices for carousel and video ads in News Feed and by displaying powerful and appealing up-front product branding.

The ad creative showcased the clean look and feel of the sleek new easy-grip bottle, and featured a crisp image of tea splashing into an iced-filled cup along with fresh tea leaves and slices of lemon. The short video ads focused on introducing the “new” Nestea brand, and highlighted 3 fruit-flavored teas along with vibrant illustrations of peaches, lemons and raspberries. Automatic placement optimization ensured budget efficiency and avoided reaching the same people twice.

The campaign was targeted to a broad audience of millennial males and females aged 25–40 in the US who are health conscious and interested in organic ingredients. Nestlé Waters conducted a Facebook brand lift study to measure how effectively the March–May 2017 campaign drove awareness and purchase intent. Twelve million people were reached, and it also found there was a 5-point lift in purchase intent overall, and an 11-point lift in purchase intent (among females aged 25–34).

Through structured test and learn programs, we strive to deliver accountable and repeatable outcomes for Nestlé. By using Facebook/Instagram’s new ad formats for NESTEA, we identified a measurable opportunity which delivered strong lift in purchase intent against a key target segment. Our client was very pleased with the campaign’s performance, which set a new benchmark for this brand.
RAY ROMERO, CHIEF DIGITAL OFFICER, METAVISION