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.