Nestea is bringing back the brand’s iconic “Nestea Plunge” with a new 2014 advertising campaign. This updated communication strategy is designed to promote Nestea’s new and improved recipe, featuring more flavor and fewer calories in every bottle, according to the brand. To further support the product relaunch, the brand will offer a “Nestea Plunge Into Summer” sweepstakes with chances to win a variety of prizes throughout the summer.
Since the 1940s, Nestea says its products have been favorites among consumers. The original “Take the Nestea Plunge” advertising campaign debuted in the 1970s and ran through the 1990s. The popular ads, which featured individuals in need of refreshment falling backward into a pool of water after taking a sip of ice cold Nestea, cemented the brand’s place in pop culture history.
“The Nestea Plunge epitomizes that invigorating dose of refreshment our fans expect from Nestea,” said Sara Hilliard, senior brand manager. “We’re thrilled to kick off the summer with the revival of this iconic campaign as well as a better tasting and lower calorie Nestea than ever before.”
The new advertising campaign, created and produced by Publicis Hawkeye, is brought to life through print, television and online advertisements. The campaign pays homage to Nestea’s classic ad spot while reinterpreting it in an energetic and contemporary way, appealing to new users and long-time Nestea fans alike. In the new television ad, a stranded musician is found wandering the desert. After grabbing a cold Nestea, he plunges backwards into water and is quickly transported to a concert where he is a crowd-surfing star.
“The Nestea Plunge is an iconic, pop-culture campaign,” said Brad Roseberry, chief creative officer at Publicis Hawkeye. “We are taking a page from the past and reimaging it for a new generation. We hope it becomes as much a part of today’s culture as it was back then.”
Nestea says it also is adding a splash of fun to the season with the launch of the “Nestea Plunge Into Summer” sweepstakes. Fans are encouraged to enter for a chance to win one of more than 300 prizes, including digital cameras, concert tickets, wireless pool speakers, beach volleyball sets and a year supply of Nestea. The sweepstakes will run through Aug. 30. To enter, consumers can input codes from a Nestea bottle at the official promotion website.
