Real Iced Tea


Most iced teas are highly concocted confections. We worked with Schweppes to grow the category by developing a healthier, natural alternative. With a limited budget, we needed a differentiated launch strategy. So rather than chase mass distribution at launch, we established exclusive partnerships with healthy, real food outlets. By restricting access we maximised brand value and word of mouth amongst consumers, and future proofed the brand’s success. By Year 3 we were in supermarkets nationally.

Year 1 Distribution
through 10,000 On The
Go accounts

23% awareness
amongst category
rejecters

2 out of 3
realists repeat
purchased

Year 3
Launched in Coles
& Woolworths