Nestea Ice Reaches U.S. Shores

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Six months after debuting Nestea Ice in the Asia-Pacific region, Nestea next month will launch an integrated marketing campaign for its newest ready-to-drink iced tea product in the United States.


The effort includes television and radio ads, interactive marketing, point-of-purchase displays, public relations and consumer sampling.


This is the latest extension to Nestea's line of products, which include Lemon Ice Tea, Peach Frrreezer, Raspberry Cooler, Diet Lemon and Lemonade Tea. Nestea Ice is sold in the Lime Iced Tea and Lemon Green Tea flavors.


Nestea Ice is available in 12-ounce cans, 20-ounce bottles and 1- and 2-liter containers and 12 and 24 packs.


Beverage Partners Worldwide, an Atlanta-based joint venture of Coca-Cola Co. and Nestle, produces Nestea.


Meanwhile, Nestea changed the name of Diet Nestea Cool to Diet Nestea. Enhanced by the Splenda Brand Sweetener, the calorie-free tea competes in the growing diet segment. Diet Nestea started selling this month. Consumer sampling, couponing and public relations support the brand.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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