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Tea drinking just got cooler with the launch of Nestea Vitao, a vitamin and calcium enhanced iced tea.
The tea was developed for Canadians wanting healthier, great-tasting, on-the-go beverages with antioxidants and vitamins, said Wallace Leung, senior brand manager, Nestea.
Nestea Vitao contains vitamins C and E, calcium and fruit juice. The three flavours are Fuji Apple Green Tea, Acai Blueberry Red Tea and Mandarin Orange White Tea.
Nestea is supporting the launch with print, cinema and outdoor ads developed by Lowe Roche.
The campaign kicked off with double-page spreads in the Globe and Mail, Toronto Star, National Post, Metro, La Presse and Journal de Montréal. One side of the ad features a product shot of the Fuji Apple Green Tea bottle, while the other side has a “Tea For You” article, highlighting product information and benefits.
Murals in downtown Toronto feature product shots of the Fuji Apple Green Tea and Acai Blueberry Red Tea flavours, with rays of light beaming out the top, and the tag line: “Release the antioxidant goodness.” The first mural, at Yonge and St. Clair went up earlier this month. A second mural, at Bayview and Eglinton, runs next month.
A 60-second cinema ad launched earlier this month and will run throughout the summer. In the ad, bottles of Vitao are opened and the techno lighting inspires people to dance.
Nestea Vitao, a product of Beverage Partners Worldwide and marketed and distributed by Coca-Cola Canada, hit store shelves last March and is available across Canada.
Cossette handled the media buy, while Manning Selvage & Lee handled the PR.
