What’s cool in Western Canada may not be cool for the rest of the country.

At least that’s what comes to mind after learning that Coca-Cola Canada plans to reintroduce its sweeter, hipper iced tea, Cool from Nestea, into Western Canada again this summer.

Aimed at the young drinker, the beverage carries the slogan ‘Cools you to the Core’ and, according to spokesperson Tina Warren, it was a tremendous success when it was originally launched last summer.

Iced tea is one of the fastest-growing non-carbonated beverages. In fact, according to ACNielsen, sales of ready-to-drink iced tea in cans grew by 27% the year ended May 23 over last, while non-cans grew 9%.

While it’s a drink with a lot of general appeal, Warren says iced tea is showing the most growth with males, aged 12-24. That explains the brand’s twisted tv advertising from its u.s. agency, Fallon McElligott of Minneapolis, Minn. According to Coca-Cola, one animated spot features a snowman appearing as a skeleton. After drinking Cool, he’s restored to normalcy. The second animated spot features a cop attempting to rescue victims from thirst before they spontaneously combust.

With all the data to back up the growth of iced tea across Canada, why is Coke choosing to limit the product’s distribution to Vancouver, Calgary and Winnipeg for the second summer?

‘It isn’t unusual for us to look at regions,’ says Warren, adding that Cherry Coke is available only in Eastern Canada. She says the company sees the brand as a Western Canadian beverage.

Besides the tv advertising, the company will also be conducting a sampling program, starting the end of this month.