Target Market of Nestea
Nestea was a Nestlé-owned Swiss iced tea and soft drink brand made by The Coca-Cola Company for a long time. Even though the company functions independently now, Nestea still offers a wide range of tea products, including liquid and powdered tea concentrates, refrigerable teas, and ready-to-drink bottles that can be purchased from a vending machine or dispensed by a vendor. Nestea ready-to-drink iced tea is also produced with stevia extract and comes in various flavors, including lemon, raspberry, and peach. We’ll try to figure out Nestea’s target marketing in today’s blog.
We are starting with the talking about Nestea’s famous campaigns!
Nestea’s goods have been popular among customers since the 1940s. The first “Take the Nestea Plunge” ad campaign began in the 1970s and lasted through the 1990s. The iconic commercials, which portrayed people needing refreshment falling backwards into a pool of water after sipping ice-cold Nestea, established the brand’s position in pop cultural history.
Sara Hilliard, Senior Brand Manager, remarked, “The Nestea Plunge represents that energizing dose of refreshment our customers expect from Nestea.” “We’re ecstatic to start the summer with the return of this legendary ad, as well as a Nestea that tastes better and has fewer calories than ever before.”
The company used to print, television, and internet commercials to promote the new advertising campaign, which was conceived and produced by Publicis Hawkeye. The campaign respects Nestea’s famous commercial spot while reinterpreting it in a fun and contemporary style that appeals to both new and long-time Nestea fans.
A lost musician discovered while “roaming the desert” in the new television commercial. He dives back into the sea after grabbing a cold Nestea and is whisked away to a concert where he is a crowd surfer.
“The Nestea Plunge is an iconic, pop-culture campaign,” stated Brad Roseberry, Publicis Hawkeye’s Chief Creative Officer.
With the debut of the “Nestea Plunge into Summer” contest, Nestea also adds a splash of fun to the season. The company encourages fans to apply for a chance to win over 300 fabulous prizes, including digital cameras, concert tickets, wireless pool speakers, beach volleyball sets, and a year’s supply of Nestea.
Next, we are moving to the communication strategy of Nestea.
To do so, we will look at Nestea’s updated slogan: “Real Since Before it was Cool to Have Real Ingredients in your Stuff”.
Since 1948, when the company made Nestea “real”, the team obtained authentic ingredients for their tea leaves. Before, “purchasing real foods” was as fashionable as brunch lines and repurposed barn wood. So, you might say that Nestea, Canada’s favorite iced tea brand, has always kept it authentic.
The company coined the word “new old fashioned” to describe it.
The slogan, again, signifies the high-quality ingredients the company makes sure to use for their products. And the reason for such a caring attitude towards Nestea’s products, we can find on the pages of the history of tea.
According to history, consumers shunned hot beverages in the sweltering summer of 1904 in favour of cool drinks, such as iced tea. As a result, it influenced how the rest of America saw tea, resulting in the widespread popularity of iced tea. Even today, iced tea is one of the most popular summer beverages; it’s not soda but still tastes great and is refreshing.
Since Nestea uses only excellent and fresh ingredients, it changes the level of the iced tea quality to another level; it makes the product more trustworthy.
Last but not least, let us find out the targeted segment of Nestea.
To do so, we will watch one of Nestea’s latest commercials.
At first sight, a short commercial is not supposed to have any hidden context. Behind, the actors and the song playing in the background of the commercial have an essential impact on the company’s history. Through this very short commercial, 50 seconds only, the company does the advertisement of their product and tells the story behind the success of Nestea.
Before we get to the meaning of the commercial, let’s take a second or two and look at it from there it is coming.
So, what happened back in 2017?
In 2017 Nestle and Coca-Cola (KO) has agreed to discontinue their 16-year-old Nestea iced tea joint venture and pursue different strategies in the rapidly shifting bottled beverage sector.
Nestea has faced intense competition from Lipton iced tea, supplied by a joint venture between Unilever (UL) and PepsiCo. The businesses founded Beverage Partners Worldwide in 2001 to distribute Nestea worldwide (PEP). Due to health and environmental concerns, consumers were increasingly shifting away from sweetened bottled drinks and toward the water.
BUT! today, we have redesigned Nestea! The new fruit-flavoured Nestea beverages have no corn syrup, artificial colours or flavours, or GMO, and they use sugar for their components.
And yes, after a long-separate journey without the support of Nestle, Nestea is back in 2019 and immediately presented their first-ever independent campaign, ‘Keeping it Real Since Forever’.
The campaign debuted in mid-May, with a mix of media, including Instagram and cinema pre-roll advertisements, as well as a pair of ads showing on Spotify’s free tier’s pop and hip-hop channels.
Despite being created with actual tea, Nestea was beginning to lose favour with young adults, who saw it as “artificial and outmoded,” according to Laura Cutesy, director of brewed beverages at The Coca-Cola Company in Toronto. “We needed a campaign that could cut through the noise and connect with young adults on both a functional and emotional level.”
People come across different life obstacles in Nestea’s commercial. For instance, a person who is frightened to approach a girl, someone who aspires to be a singer but is terrified to take the stage, and a fan trying to get tickets to watch their favourite rapper perform live. “They all reach for a bottle of Nestea”, but it doesn’t seem to help.
Okay, and maybe highlight the essential aspects of the connection between the commercial and the ‘comeback’ of the company?
“Here’s the truth: Nestea is a refreshing and delightful drink brewed with genuine tea. “That’s it,” Cutesy remarked. “It’s not going to help you get the girl,” says the narrator. Alternatively, you may ace the exam. Alternatively, you can fix all of your issues. It will, however, quench your thirst considerably.
“We wanted to be honest about it because we know the age we’re talking to isn’t fond of deception.” “Honest labour pays off.”
So, the commercial’s whole idea is to show people that things never change; habits behaviour. And it refers to Nestea not only as of the company or the employees but also to the product.
Hence, even though there are a lot of other companies that produce ice tea (Lipton, for instance), Nestea will always have its place in the market, and the company is ready to face the challenges but stay valid to their customers.
And by challenges, I would like you to take into account the ‘popularity’ thing and the economic aspects as well. Currently, Nestea produces its product only using natural tea products and sugar and ‘real’ fruit. It is not easy for a company to fight for its popularity to follow its new business plan.
Nevertheless, as there have always been people who enjoyed drinking the cold beverage, the same people are still enjoying this ice tea (not going to lie, I love Nestea’s ice tea).
So, you see, a fascinating shift is taking place here; not only does the company stay valid to their customers, but customers also support their favourite company.
And now, so, what about the segment that fits the company?
The segment that Nestea has decided to target are the Naysayers.
What do we know about this part of the story?
Values and way of life:
The majority of naysayers approach life from a practical standpoint. Consistency and permanency are essential to them. Thus it provides them with sufficient security to live in peace. Having a roof over their heads, for example, is one method to contribute to this.
When it comes to change, this section is not very adaptive. As a result, Naysayers have never faced technology and its fast progress.
Naysayers, for example, utilize tried but proven items to minimize misunderstanding.
Naysayers rarely give career development much attention. They are prone to ignoring criticism from family and friends. It may be related to their anxieties.
His portion does not get things done until it is necessary. They will not, for example, go to the doctor unless there is an emergency.
The sceptics despise taking chances or experimenting with their behaviors. They are not concerned with their appearance. As a result, they ignore current fashion trends and do not incorporate them into their outfits.
Use of the brand:
Because naysayers are unconcerned with their appearance, they buy apparel for comfort. It takes precedence above fashion. Their pragmatic approach also applies to their brand adoption.
Critics argue that there is no distinction between well-known brands and others. They only buy when absolutely necessary or when something has gone wrong.
Because of their professional inclinations, naysayers do not have a high salary. That is why customers must exercise caution when making purchases. This group thinks carefully before making a purchase.
Sceptics aggressively seek discounts and special deals. They also adore browsing in thrift stores. They would like to receive many items rather than a single high-quality product.
Other fascinating facts include:
Most of their time is spent at home with their family, either cooking or watching television. They watch sports but do not participate in them. This demographic is uninterested in arts and cultural events. Naysayers are typical readers and listeners to the radio.
And with that, the Nestea Target Market blog comes to a close. We learnt a lot about the company’s ups and downs from a simple review of its history. And in the end, we were able to finish our analysis correctly. Check out our main page if you enjoy learning about different aspects of the marketing industry. We create new, engaging, and intriguing material regularly.
