Keeping It Real Since Forever

Keeping It Real Since Forever

Nestea

NESTEA

Younger generations are notorious for calling BS on advertising, how do you market a drink to them?

First and foremost, don’t try to be something you’re not. Nestea is made with real tea. And it’s real refreshing. That’s it. It’s not going to help you get the girl or be a better parallel parker. But it will refresh the living hell out of you. 

The “Keepin’ it real since forever” campaign launched during the NBA finals, and it’s kept right on rolling from there. So much so it’s helped lift virtually every one of Nestea’s brand health measures.

The campaign was a call to reality versus a call to arms.

The realness continued on Spotify, with ads written for specific playlists.

Results

Increase in brand preference among test groups.

Helped to reverse a 15-year decline in brand health.

Digital outperformed KPI benchmarks by 3x.

Teens embraced the campaign.