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NESTEA

Lowe Roche was first hired to work on Nestea in 2002. At that time, the Nestea Plunge - the backward splash into a pool - had very strong equity, but the brand had become tired. Lowe needed to refresh the Plunge to skew younger while staying true to the brand promise of all-over-body refreshment. Starting that year, the agency started playing with the idea of the Plunge. In 2005, the question became: "Just how powerful is the Nestea Plunge?" which was explored through fun TV and outdoor ads.

Response to the campaign has been substantial. In 2002, Nestea had a 40% share. By August 2005 the share had increased to 61.6% - up over 10 share points from 2004.

PRINT

Revenge	Air
Water

TELEVISION

Catapult