Frestea Green has hit the market via a TV and print campaign devised by McCann Erickson. As the only green tea product in a returnable glass bottle, it is priced competitively compared to rival products that are either in PET or canned formats.
"We have launched Frestea Green to answer market demand for a healthier option in ready-to-drink in Indonesia," said Coca-Cola Indonesia MD Robert Foye.
According to McCann Worldgroup Indonesia chief executive officer Jan Gerits, Frestea Green is targeting a more health-conscious and mobile audience. "It's skewed towards B and C consumers, as well as the people who are at an age when they are interested in health benefits, but want the convenience of something on-the-go," he said.
The TVC depicts a tea master endorsing the product, after being introduced to it by a young man at a green tea ceremony. "What we're saying is Frestea Green is as good and as healthy as traditional green tea," explained Gerits. "Basically, the tea master represents the expert in the goodness of green tea and the young guy represents the target group."
Gerits added that the decision to launch Frestea Green stemmed from the need to enhance the Frestea parent brand, which launched in 2002. "We have a very successful Frestea franchise which has been built up on the basis of jasmine tea," said Gerits. "Subsequently, we discovered there was an interest in the health aspect of green tea." The campaign includes a comprehensive product sampling programme targeting office blocks, dining areas and mosques during the holy month of Ramadan.
Frestea remains behind ready to drink tea market leader Tehbotol, but Gerits said: "Frestea is now very rapidly closing the gap towards Tehbotol. The big advantages of Frestea are it is slightly younger and less traditional."
