Red has dominated Nestea’s communication for the last week, replacing its usual blue. The color change has been carried out to publicize the launch of Nestea Frutos Rojos con Açaí, a new flavor that expands the brand’s beverage offering and demonstrates its willingness to adapt to new tastes and moments of consumption.
The new variety stands out, as explained by Nestea in a statement, it stands out for its fresh aroma, its fruity nuances and, above all, its intense red color. That is why the launch strategy, worked together with the creative agency Smäll, has taken the tone as the basis of its creative concept that has materialized in the deployment of physical and digital activations over the last few days.
Red has been the protagonist of a large banner that the brand has placed on Gran Vía, in Madrid. In it we have only been able to distinguish the silhouettes of a can and a bottle of the brand, accompanied by the Nestea logo and a copy that sought to be fun and direct as well as intriguing: “Watch out for red.”
The campaign has had Arena as a media agency.
The intense color has also taken over Nestea’s Instagram profile, which progressively abandoned blue to completely dye itself red, both in the feed and in its profile image.
In addition, the brand published a short video in which a can emerges covered by a red fabric, accompanied by the message: “Nestea Rojo? You’ll see what a craving it is”; all of this seeking to generate expectation, conversation and curiosity among consumers and the sector. On TikTok alone, the video has accumulated almost 8 million views at the time of publishing this article.
As part of the teaser phase, Neste also featured content creators. Specifically, with Jaime Silva, who toured Gran Vía and the center of Madrid tasting the new product among passersby and collected his first impressions of the drink.
Just a few days later, Nestea has revealed the flavor of its new variety. It has done so with a piece of simulated outdoor advertising (fake out of home) that imitates the fall of the first deployed canvas, to reveal a new creativity that informs about the new ingredients. These, in addition, come to life and spread through the Madrid arteries, seeking to generate a surprise effect in the scrolling on social networks.
As explained by the brand, the new variety incorporates a proposal with a more fruity and current profile to its range of drinks, which already includes lemon, sugar-free lemon, passion fruit green tea, mango-pineapple and peach flavors. The taste
red fruits with açaí is now available in bars, restaurants and
supermarkets throughout Spain.
It would be the first presentation of a new flavor since the agreement between Nestlé and Coca-Cola for the manufacture and distribution of the drink in our country ended at the end of 2024. Nestlé now produces the tea soft drink together with Damm, while Coca-Cola has consolidated its option, Fuze Tea, in the market.
In this sense, the launch of the new Nestea flavor can also be understood as a reinforcement of the brand’s differentiation strategy.
