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| Advt.Custom Software Development |
According to Mr. Ricardo Fort, Vice President, Marketing, Coca-Cola India , “As a beverage company, our aim is to be able to offer a beverage for every lifestyle and occasion, which also aids long term, sustainable business growth. We are therefore constantly working on high-quality additions to our portfolio. Our entry into ready-to-drink Iced tea segment with the globally successful NESTEA® now provides the consumers with a convenient on-the-go option which is in keeping with evolving consumer lifestyle.”
The product is being rolled out in phases and is first being made available to consumers through select channels and outlets in Mumbai. This will be followed by a pan India launch of the product next year. In the initial phase, NESTEA® is being made available in lemon flavor in an ‘on-the-go’ 400 ml innovative Ice-rock design PET bottle, affordably priced at Rs. 25. It is targeted at energetic on-the-go young adults who are always on the lookout for naturally refreshing beverage options.
The refreshing offering contains no added preservatives or colors and will be manufactured at the Hindustan Coca-Cola bottling plant located at Atmakuru in Guntur , Andhra Pradesh.
According to Mr. Milind Pingle, Region Vice President, Hindustan Coca-Cola Beverages Private Limited, “The launch of ready-to-drink Iced tea NESTEA® complements our long term growth strategy of offering choice to consumers. Over the next 4 months, NESTEA® would be retailed across 8,000 outlets in Mumbai, supported by strong consumer activation including extensive experiential and focused consumer communication. We expect this offering to catalyze the growth of the entire category thereby contributing to the growth of the overall packaged beverage market.”
NESTEA® is the world’s leading ready-to-drink tea brand is available in over 60 countries. Globally it is available in several flavours and has a strong presence in countries such as United States , Canada , Australia , Taiwan , Italy , Spain , Switzerland , Germany , China etc. NESTEA® -the brand - is licensed to Beverage Partners Worldwide (BPW), a 50:50 Joint Venture between The Coca-Cola Company and Nestle S.A.
Coca-Cola in India has drawn up an aggressive consumer activation campaign to market NESTEA® in selected channels and outlets in Mumbai. The marketing communication plan focuses on Out-of-Home media complimented with a range activities including radio and print advertising, road shows, extensive experiential sampling, presence in engaging touch points etc. The entire brand campaign, best explained by the tagline ‘Lighten Up’; with Refreshingly Light Lemon Iced Tea! has been developed and executed by Pickle Lintas, the new age communication agency from the Lintas Group.
