Nestea gives global business to W&K

 

Wieden & Kennedy London has been awarded the global advertising account for the iced tea drink Nestea.

Nestea...Wieden & Kennedy wins global business
Nestea...Wieden & Kennedy wins global business

The agency beat the Ogilvy Group in London and McCann Erickson Germany in the final pitch.

Beverage Partners Worldwide, the joint venture between Coca-Cola and Nestle, which distributes Nestea around the globe, handled the review.

Nestea's previous global marketing strategy was to use different agencies in local markets. The pitch was called in a bid to give the brand a unified global approach.

W&K will now be briefed to develop an ad campaign for the iced tea brand to build its profile around the globe.

The campaign will run in all global markets where it has a presence, apart from the US and Japan.

The agency will also work on briefs aimed at individual markets where the drink is being challenged by the Unilever-owned Lipton, its main competitor.

The brand's most recent local market work was launched earlier in the month by Publicis Venezuela.

The poster campaign showed the indentation of a face, drinking from a glass of Nestea, and pressed into hundreds of straws. The strapline says: "You are what you take."

Nestea, which launched in the UK in 2001, offers a range of tea products, including liquid and powdered concentrates and ready-to-drink bottles in flavours, including Green Tea, Iced Tea and Red Tea Pomegranate and Passion Fruit.

Beverage Partners Worldwide was created in 2001 as the successor to Coca-Cola and Nestle Refreshments founded in 1991. Coca-Cola and Nestle hold equal parts in the venture. It operates in more than 40 countries, marketing Nestea as well as other ready-to-drink chilled teas.

X

You must log in to use Clip & Save

 
 

All Comments

There are currently no comments.

 
 

To post comments please log in here.

 
 
Search More Jobs

Email Bulletins

You can sign up here for our email bulletins. Enter your email address, select the bulletins you are interested in and click Subscribe.

Preview
Preview
Preview
 

Viral View

Viral View

Best of the latest ad virals

Public View

Public View

What does the public think of the latest ads?

ADdicts cartoons

ADdicts cartoons

Gallery of cartoons published each week in Campaign

Campaign Emag

Campaign Emag

Read this week's Campaign in emag format

Campaign Awards Fight

Campaign Awards Fight

Pit two industry creatives against each other

Desktop widget

Desktop widget

Widget with latest Campaign news and creative work

Top 2009 radio ads

Top 2009 radio ads

Listen to the top radio ads of 2009

House of Cards

House of Cards

Gallery of images from Leo Burnett's Shelter exhibition

 

In Print

Cover Latest issue: 6 November 2009Subscribe
 

Poll

Can ads fund free music?