NESTEA has launched a new, global, integrated campaign, “The Start Of Something Different”.  The NESTEA brand's first fully-integrated marketing campaign initially broke in select markets in Europe and North America and will roll out across additional markets later this year.

“The Start Of Something Different”, created by Wieden + Kennedy, positions the NESTEA brand and its unique, refreshing blend of tea and fruit flavours as a catalyst for the start of new, unexpected and exciting possibilities.

“'The Start of Something Different' is more than our first fully-integrated marketing campaign for NESTEA, it's an evolution of the NESTEA brand identity,” says AJ Van Triest, Chief Marketing Officer for Beverage Partners Worldwide, the 50-50 joint-venture between The Coca-Cola Company and Nestlé S.A. and responsible for selling NESTEA ready-to-drink tea in more than 70 markets globally.  NESTEA has always been a brand associated with natural refreshment, creativity and fun.  Our new “The Start of Something Different” campaign gives current and future consumers unique, innovative opportunities to interact with the brand and, at the same time, embrace new activities and ideas, big and small.

Through digital, television and print media, as well as outdoor activations, consumers are encouraged by the NESTEA brand to spontaneously make a positive choice that will lead to something new and unexpected. The campaign sets out the idea of a spinning bottle as a mechanism to start new things, which is integrated across all the new communications and marks the start of a fresh and emotional language, personality and purpose for the brand.  The Spin theme represents the spontaneous act of making a positive choice that will lead to something new and unexpected.

The 30″ TVC “The Perfect Day” brings the NESTEA “The Start of Something Different” to life. A young man is enjoying a day on a beach with his friends, and suddenly, refreshed after a big gulp of NESTEA, he puts the bottle on the table and gives it a spin.  Naturally he anticipates it landing on one of the pretty girls around him, but it stops on an elderly woman amongst them.  Despite being much older and silver-haired, her infectious warmth appeals to him so he spontaneously heads over to her, poised to embrace something different.  They then embark on a series of new and colourful experiences such as riding a motorbike, golfing from a roof and high-diving off some cliffs.

Rob Doubal and Laurence Thomson, Creative Directors at Wieden + Kennedy said, ëNESTEA is a great drink and a great brand.  We're really excited about the launch of “The Start Of Something Different” campaign and we've really taken it to heart.  In fact, we have decided to quit our jobs to set up a law firm.  Any enquiries to [email protected].

The TV end-frame of the “swirl” graphic and spinning bottle ties in with the supporting print campaign which includes graphic executions of the different colours mirroring the NESTEA brand colours.  There also is an illustrative print campaign featuring the spinning bottle and swirl graphics, which have been created by famous, international artists and illustrators.  These include Supermundane, Alex Trochut and Cody Hudson.

The interactive element of the campaign will be breaking soon.

Mr. Stu Harkness writes:

We have the students from West Herts College in this week, along with tutor Tony Cullingham. The copywriting and art direction course at Watford has spawned countless creatives over the years, many of whom now reside at W+K. It’s one of the best ways of getting your foot in the industry door. Now the guys have their feet planted in our office for the next few days we thought it would be nice to highlight a few teams each day on W2O, along with a link to some of their work. So here they are:

Olly & Joe

Olly & Joe teamed up in March after they discovered a mutual love for the words 'man' and 'dude'. Olly studied Illustration at the London College of Communication, and Joe studied English at Trinity Hall, Cambridge. Olly cares only for his bike and his legs. Joe reads a lot of books and isn't fat.
 
Christian and Fernanda aka Team Depp

I’m Christian. I studied Illustration at the Norwich School of art. Scribbled a lot. Enjoyed myself. Worked for a left wing political magazine after graduating. Enjoyed it at lot.  But after a while I felt lost. I started to find illustration and design a bit limiting. So I decided to give advertising a go. I’m glad I did.
 
I’m Fernanda. I come from Brazil. I did Advertising and Marketing. After opening a small company in my hometown I realised I wanted to learn more about advertising and have more fun on the way. I’m glad I came to London and I’m doing Watford.

Hello chaps.