The marketing burst for Ice Rush includes an advertising campaign, sampling and promotions and public relations activities.
Karen So, marketing director for Hong Kong, Macau and Mongolia at Coca-Cola China, said the company had made a huge investment in television and outdoor and in running sampling activities at convenience and supermarket chains.
Ice Rush's rollout is the result of the company reinventing its product line-up to revive sales in Hong Kong's crowded and flagging lemon tea category.
Nestea offers Lemon Tea and Nestea Light under its umbrella brand in Hong Kong, where it has cornered 15 per cent of the tea market.
In recent years, lemon tea has been losing out to new variants in the tea category.
"Green tea is the new emerging segment with herbal tea growing in popularity as people become more health conscious," said So.
"The lemon tea (sales) volume is stable or declining, but we still see (room for) growth in the segment through innovations such as what we have done here."
Ice Rush uses a special cooling agent that leaves drinkers with an "extreme cooling sensation".
The company turned to Lowe for the campaign's regional above-the-line creative and McCann-Erickson for below-the-line assignments.
The brand is targeting young adults aged 20 to 29 and teens through contemporary imagery and the promotion of an active lifestyle. The creative for the television commercial, which will air regionally, features Olympics swimmer and local singer Alex Fong.
According to So, Fong was picked as the face for Ice Rush because of his healthy and fresh image, and his ability to juggle a career as an athlete and singer while studying for a university degree.
"It's a total body refreshment platform. Instead of plunging into the water, this creative shows that (Ice Rush) is so cooling that (Fong) gets into a snow swirl. The visuals show snow-top mountains, people changing into white suits, and you can see we have used a lot of computer graphics to achieve this," said So.