Nestea Cool iced tea builds up its Cool Snowman character with a Web site upgrade and mobile tour.
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| The Snowman teas up hip-hop |
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 runs through October via ePrize, Farmington Hills, MI. Juxt Interactive, Newport Beach, CA, handles 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.
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