Nestea has long been familiar to Filipino consumers as a powdered iced tea drink. According to Jobert Dumlao, Nestea Ice's group brand manager, the new product expands the brand's profile by taking it into the RTD segment and maximising out-of-home and on-the-go consumption.
Available in two flavours, Lemon Green Tea and Lemon Iced Tea, the product promises 'extra cooling action' and is targeted at teens and young adults. Launched in time for summer, Nestea Ice is being advertised on TV, in print and through below-the-line activation. Dumlao said that the focus of its communications was "to deliver on the cooling effects of Nestea Ice".
This message is encapsulated in the slogan 'So cool it makes you shiver'. In the TV spot, which was created by Lowe, a young man on the beach, experiences the chilling effect of drinking Nestea Ice. The tingling feeling is further heightened when the tropical beachscape turns into an arctic landscape.
The RTD iced green tea trend has also seen entries from Lipton and Zesto.
