Nestea hopes for boost in tea-hungry market
ATLANTA Coca-Cola-owned bottled ice tea, Nestea, is counting on the market swing towards teas and health drinks to drive up disappointing sales.
After a repackaging effort, the new look for Nestea comes with a message that it is packed with antioxidants and all-natural flavors, therefore a healthier beverage choice.
Nestea has also added two varieties of green tea to its line up, green tea citrus and diet green tea citrus. This summer, the company will launch outdoor ads with phrases like “Antioxidants, green tea, and you? Unstoppable.”
“Nestea was all about refreshment. While refreshment continues to be strength for the brand, it is now a category norm,” Coke representative Ray Crockett said. “We will continue to leverage our strength in refreshment, but we are evolving our advertising to communicate our product benefits in a fun, modern voice.”
Last year, Nestea spent $6.3 million on media, up from $1.4 million in 2006, according to the Nielsen Monitor-Plus. Coke continues to grow its interests in the bottled tea category; in February Coke acquired 40 percent of organic beverage company Honest Tea, and in April the brand launched a lower-calorie tea headed for the mass market.
Skinny, Lukoil Americas partner to bring Skinny Water to Philly
BALA CYNWYD, Pa. Skinny Nutritional Corp and Lukoil Oil Company today announced they are partnering up to launch Skinny Water in Philadelphia. At many Philadelphia gas stations, gas signs were slashes to zero and free gasoline and bottles of Skinny Water were given away to drivers.
The “Zero” Gasoline Event that brought Skinny Water to 120 locations in the Philadelphia region, many of them Lukoil Kwik Farm and Getty stores.
“The partnership with Lukoil is our first major convenience store chain in the Philadelphia region to carry Skinny Water in their stores,” Don McDonald, president of Skinny Nutritional Corp. said. “As part of our mass distribution plan for Philadelphia, the Lukoil Kwik Farm stores gives us a single serve ?grab on the go’ cold sale. We will be doing sampling and co-promotions with Lukoil throughout the summer to drive both retail sales and local brand awareness for Skinny Water.”
At some locations, cars were lined up for free tanks of gas and free bottles of Skinny Water as part of the promotion. Additionally, drivers got the chance to meet local Skinny Water spokesperson Pat Croce, the Skinny girls, and Skinny Water’s mascots “the zeros.”
Mars releases premium versions of familiar candies
McLEAN, Va. Mars has announced the release of variations on several of its best-known candies. The candy items will be rolled out to stores by the end of the year.
First in line, Dove tablet bars are getting new packaging. The new “large bars” will include three individually wrapped pieces in a resealable pack. Six new flavors join the premium Dove premium tablets collection in a new, larger package. Dove tablet flavors include blueberry almond, cranberry almond, dark chocolate with roasted almond, extra creamy milk chocolate, peanut toffee crunch and roasted hazelnut. Each of the large tablet packages (3.53 oz.) retails at $1.99.
Taking the chocolate experience beyond the candy bar format, Dove is also adding chocolate dessert medallions to its list of premium chocolate creations. Dove Desserts Bananas Foster and Dove Desserts Tiramisu will debut in mid-June 2008. The Bananas Foster flavor is banana/caramel flavor-filled milk chocolate while the Tiramisu variety are lady-fingers-and-cream-flavored and dipped in dark chocolate. Retail price is $2.99 for a 5.8 oz. recloseable stand-up carton.
M & Ms is releasing a line of premium chocolate candies wrapped in iridescent colors and sold in recloseable cartons. M&M’S Premiums flavors include chocolate almond, mint chocolate, mocha, raspberry almond (with white chocolate) and triple chocolate, with layers of white, milk and dark chocolates. M & Ms Premiums retail at $3.99 for a 6 oz. package.
Expanding the Snickers chocolate bar family, Mars is adding a new flavor, Snickers Rockin’ Nut Road, to its lineup. Snickers Rockin’ Nut Road is dark chocolate lined with caramel, and filled with almonds and marshmallow nougat. Rockin’ Nut Road bars will debut in stores in September.
And to expand on its non-chocolate candies, Mars is launching Starburst Gummibursts, arriving in stores spring 2008. Each Starburst Gummiburst has a chewy, gummy exterior and is filled with a juicy liquid fruit center. The flavors of Starburst Gummibursts include cherry, lemon, orange and strawberry. Single packs are prices at $0.79 and 6 oz. bags at $1.49.
All of the new Mars candies will be available at mass, grocery, convenience and drug stores nationwide.