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    NESTEA Gets a Makeover Centered on Simplicity

    New campaign spotlights brand's "Less Is More" philosophy.

    By Chelsea Regan, Convenience Store News

    STAMFORD, Conn. — NESTEA is evolving with the times, appealing to modern palates and sensibilities with a new campaign that puts its “Less is More” philosophy front and center.

    “Consumers wants simpler recipes, simpler beverage options,” Matthew Marrone, NESTEA's senior brand manager, told Convenience Store News, adding that NESTEA is a “brand with a rich heritage” and up to the task of giving consumers just that.

    After gleaning insights from thousands of consumers, NESTEA learned that corn syrup, artificial flavors and colors are out; real, kettle-brewed teas are in.

    Hence, NESTEA is introducing a new line of premium, real-brewed teas, made with tea, real sugar, water, rooibos and citric acid. They come in four varieties: Unsweeted Black Tea; Slightly Sweet Black Tea; Slighly Sweet Black Tea with Rooibos; and Slightly Sweet Organic Green Tea.

    The brand’s classic iced teas are free of GMOs, high-fructose corn syrup, artificial colors and flavors. They are available in Lemon, Peach and Raspberry varieties. 

    A new recipe isn’t the only thing that’s different about NESTEA teas these days. The brand's products have also undergone a packaging makeover. The product line now features a “redesigned bottle for gripability and a wider mouth for drinkability,” noted Marrone.

    While NESTEA prides itself on being a beverage brand for everyone, the company is looking to target millennials with a new marketing campaign that kicked off live last week in New York City and will run through the summer. NESTEA partnered with actress and singer Anna Camp to show New Yorkers the joy of living simply, with the unveiling of a Tiny House in Manhattan's Herald Square. The 200-square-foot house is designed to embody NESTEA's "less is more" philosophy. 

    "The new NESTEA brand and our new iced teas reflect what consumers are looking for in all aspects of their lives: simplicity," explained Karen Ress, vice president and general manager of tea brands for Nestlé Waters North America. "The Tiny House embodies this philosophy, and is a place where visitors can stop, reflect and be reminded of the joy of living more simply."  

    Among NESTEA's current marketing strategies is a partnership with Food Network Magazine that pairs simple weeknight meals with NESTEA teas. The brand is also undergoing a website relaunch, an inspired social media campaign, and has a new celeb spokesperson in Pitch Perfect’s Camp.

    "Life today is anything but simple. From online to offline, work to play, life is overloaded with complexities that can make every day feel chaotic,” said Camp. “I'm excited to partner with NESTEA to open its Tiny House and hope that it will remind people to embrace the simple joys in life."

    Following its New York unveiling, NESTEA's Tiny House is hitting the road to make stops in Chicago and Boston, introducing more consumers to the brand's new, simpler offerings.

    NESTEA is part of the Nestlé Waters North America portfolio of bottled beverages.

    By Chelsea Regan, Convenience Store News
    • About Chelsea Regan Chelsea Regan is assistant editor for EnsembleIQ's Convenience Store News and CSNews.com. Previously, she served as editorial intern, then assistant editor, and finally news editor of uInterview, where she curated breaking news and trending content on film, television, music, politics, style and sports.

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