Nestea Rolls Its Snowman
Nestea Cool iced tea builds up its Cool Snowman character with a Web site upgrade and mobile tour this autumn. The site, www.nesteacool.com, is hosting a Cool to the Core sweepstakes awarding trips to the Dec. 30 GigAmerica Urban Music Showcase Finals in New York City. The talent search brings hip-hop finalists from 25 cities to New York to vie for a Sony Urban Music contract; the sweeps’ grand-prize winner gets a trip for two and tickets to the finale. Smaller daily prizes include Boost mobile phones, CD samplers, MP3 players, Cool-logoed apparel and Fandango movie tickets. The sweeps, run by ePrize of Farmington Hills, MI, ends this month. Juxt Interactive, Newport Beach, CA, handled the site design.
Meanwhile, Nestea continues its six-month Cool to the Core Tour through December, targeting 13- to 24-year-olds with sampling via the Cool mobile and appearances by the Snowman and Snow Bunnies. Stops include the Sept. 11-12 T-Mobile Core Tour sports and music festival, sponsored by Cool and broadcast on Fox Sports’ Core Culture. Nestea’s tour hit 50 music festivals, hip-hop venues and skate parks during the summer via French/West/ Vaughan, Raleigh, NC.
The Snowman debuted in TV spots a few years ago as a thirsty skeleton in a bomber hat who drank Nestea to cool off, and filled out as a snowman. He’s been the brand’s spokescharacter ever since and began appearing on Nestea bottles in 2002; the Snowman has been a cornerstone for sampling tours and sponsorships of athletes including Olympic snowboarders. New TV spots broke in July in 20 markets via Berlin Cameron/Red Cell, New York. Nestea is marketed by Coca-Cola Co. and Nestlé’s joint venture Beverage Partners Worldwide.
