Yesterday a comprehensive campaign for Nestea hit the
airwaves in Israel. Nestea is an iced tea drink made by
Coca-Cola and Nestle and marketed here by Coca-Cola.
It has been released that the campaign's budget is $1
million and is being handled by Geller-Nasis, who already
handle Coca-Cola's Cider and Eden Water accounts.
A 25-second television commercial, filmed in Los
Angeles, will lead the campaign. The commercial is
designated for broadcast only in Israel, and, according to
the company, was filmed abroad both to get the desired
photographer and to emphasize the product's international
character.
Coc-Cola Israel General Manager Rami Shalev stated that
taste tests were conducted among populations of all ages
throughout Israel and the product was well received. The
target population is defined as "alternative consumers"
with health awareness.
Coca-Cola is the last to launch an iced tea campaign.
Wisotzky and Tetley began an iced tea campaign by Kesher-
Barel about a month ago, while Lipton and Jafora-Taburi
began their campaign by Weinberg-Kerso-Shamir shortly
afterwards.