NESTEA Launches First-Ever Global Campaign Encouraging Consumers to 'Start Something Different'

The NESTEA brand's first-ever global integrated marketing campaign, "The Start of Something Different," fuses great storytelling with compelling social and interactive elements to motivate consumers of all ages to embrace new ideas, activities and opportunities. The campaign debuted in May in Canada and parts of Europe and will reach Australia in November before expanding to other countries where NESTEA is sold in 2012.

The campaign encourages new and existing NESTEA drinkers to be open-minded, to try new things, and to see the world from a fresh perspective -- to spontaneously make positive choices that will lead to something new and unexpected. The message of "The Start of Something Different" is not age-bound. It tackles universal themes and asks everyone to take a look in the mirror and tell themselves, "Maybe I should try something different."

A global TVC titled "The Perfect Day" tells the fun, light-hearted story of two different people seizing the day and taking on new challenges. A young man enjoying a day on a beach with friends is refreshed with a big gulp of NESTEA when he puts the bottle on the table and gives it a spin. He expects the bottle to land on one of the young, pretty girls around him, but it instead stops on an elderly woman. Despite being much older, her infectious warmth appeals to him. They end up embarking on a series of new and colorful experiences, including motorcycle riding, rooftop golfing and cliff diving.

The "Start-o-Matic" Facebook app lets consumers create a "friend-ervention" video to motivate someone to do that one thing they've been talking about for ages but have never acted on -- from running a marathon, to taking a photo course -- and post the clip on their profile page.
Make yours here.