Nestea scales up new brand identity with ‘less is more’ campaign

By Mary Ellen Shoup

- Last updated on GMT

Nestea is backing up its rebranding and simplified tea products with a 'Less is More' campaign.
Nestea is backing up its rebranding and simplified tea products with a 'Less is More' campaign.

Related tags Rtd tea Iced tea

Nestea unveiled its new packaging and reformulated lines of RTD tea to US consumers earlier this year and has now launched its “Less is More” campaign.

“We know consumers are looking for a simpler beverage option,”​ Nestea senior brand manager, Matthew Marrone, told BeverageDaily.

“We’re communicating that ‘less is more’​ messaging throughout our whole Nestea portfolio because we’ve simplified our recipe.”

Part of the Nestea’s Less is More approach will be promoted through its unveiling of “Tiny House” events, featuring a 200-

Tiny House_Nestea

square-foot-home that first appeared in New York City and will be hitting major US markets including Boston and Chicago throughout the summer. Nestea will offer samples of its two new RTD tea lines.

According to Nestea, its Tiny House promotes the brand’s new streamlined and simplified identity.

"The new Nestea brand and our new iced teas reflect what consumers are looking for in all aspects of their lives: simplicity,"​ Karen Ress, vice president and general manager of tea brands at Nestlé Waters North America, said.

Consumer-driven rebranding

"We spoke to over 7,500 consumers to redesign the packaging,” ​Marrone said.

The updated packaging is an 18.5-ounce PET bottle with a grooved surface in the middle of the bottle to promote “gripability”​ and wider mouth rim for an improved drinking experience, according to the company.

Consumer feedback also revealed they were still interested in Nestea original fruit-flavored teas of lemon, peach, and raspberry, but wanted a better-for-you alternative. In response, the company reformulated its Classic iced tea line by replacing high fructose corn syrup with a “real sugar” and stevia extract. 

Nestea’s real-brewed line includes and unsweetened black tea, slightly sweet black tea, slightly sweet black tea with Rooibos, and slightly sweet organic green tea.

The two new reformulated RTD tea lines will be available in Nestea’s current distribution of more than 50,000 stores throughout the US and will be sold for $1.49 per bottle for the fruit-flavored varieties, and $1.70 per bottle for the real brew line.

“We feel that we’re priced right, right now in the RTD tea category,”​ Marrone said. 

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