“A Taste of Freedom,” an international campaign being launched by Nestea, features a new brand anthem, “Fresh Idea,” by Norwegian duo Nico & Vinz. In addition to launching “Fresh Idea” as a single, Nestea is including the song in television spots and teaming up with Nico & Vinz for both a lyric and music video of the song.
The Nestea campaign itself is targeting 34 countries outside the U.S. Following soft launches on March 16 (Austria/Switzerland) and March 27 (including Belgium, Denmark, France, Greece and Netherlands), A Taste of Freedom will formally roll out on May 1 in Hungary, Kosovo, Macedonia, Poland, Russia and Serbia. The final phase, involving 15 countries, will take place on May 29. That lineup includes Canada, Germany, Norway, Finland, Italy, Portugal, Spain and Sweden.
“By joining forces with the music industry,” says Nestea brand director Marcos De La Torre, “we believe we have a relevant message, a product that delivers it and a new vehicle to deliver the message in a much more credible and entertaining way than before.”
Comprised of singer/songwriters Nico Sereba and Vincent Dery, Nico & Vinz scored an international hit with “Am I Wrong,” which peaked at No. 4 on Billboard’s Hot 100 last year. It’s featured on the duo’s second studio album, Black Star Elephant, released last October by Warner Bros. “We’re so excited to be a part of this campaign and Nestea,” says Nico. “Freedom defines our music.” Adds Vinz, “Our diversity is a big part of who we are and is reflective in our sound.”
“When we signed Nico and Vinz, we immediately saw their potential as a group that could reach the masses,” says J. Erving, co-president of the duo’s management company Atom Factory. “The Nestea partnership is the perfect outlet.”
“A Fresh Idea” isn’t Nico & Vinz’s first beverage partnership. Last August, the duo collaborated with Pepsi on a U.S. music video for “Am I Wrong” that chronicled their first promo trip to the States. Though the clip is no longer live, Nico & Vinz most recently reteamed with Pepsi in January for the brand’s Super Bowl-themed Hype For Halftime concert in Rochester, N.Y. Nestea, a division of The Coca-Cola Company, will focus on non-U.S. territories.
Deviant Ventures, an agency that has previously helped pair Coca-Cola with artists for its World Cup and Olympics sponsorships, helped broker the deal between Nestea and Nico & Vinz. “Nestea has a very universal message,” says Umut Ozaydinli, Deviant Ventures’ chief of possibilities. “This partnership will help reach many more people and make their message very memorable.”
Additional reporting by Andrew Hampp.?