Nestea
After an eight-month hiatus, Nestea returned to Canada with a splash. By leveraging a multi-format Snapchat strategy, including AR Lenses and high-efficiency Sponsored Snaps in the Chat Feed, the brand reclaimed its beloved status, achieving a 27s lens playtime and 68% better cost efficiency.
with Sponsored Snap
vs. without 2
“After an eight‑month hiatus, we needed a bold, mobile‑first way to tell Canadians that Nestea was back. Snapchat’s multi‑format solution—from AR Lenses and Snap Ads to First Commercials and Sponsored Snaps in the Chat Feed—gave us that launchpad and helped us quickly rebuild awareness with our core fans.”
- Danielle Stregger, Brand Manager, Nestea Keurig Dr. Pepper
How Nestea Made a Refreshing Comeback on Snap
When a household name suddenly disappears from grocery shelves, brand familiarity can cool off. After an eight-month hiatus, Nestea was ready to reunite with its Canadian besteas and launch into a new era. The iconic brand faced a dual hurdle: re-entering a highly competitive market and signaling to loyal fans that the wait was over — Nestea is back!
They needed an immersive and high-impact moment to resonate with mobile-first audiences. To bridge the gap between "Where’d they go?" and "Give me a sip," Nestea chose Snapchat to drive mass awareness and engagement at scale.
Steeping Success with Multi-Format Magic
Nestea brewed a multi-format media strategy, combining AR with high-reach formats like Snap Ads and First Commercials to make sure Snapchatters across the app knew that the wait was over. But the (not so) secret ingredient was Sponsored Snaps in the Chat Feed, which enabled Nestea to show up in the most personal part of the app and drive incredible efficiency.
The Results
Immersion that sticks: The AR Lens saw a 27.2s average playtime — a staggering 3.6x higher than industry benchmarks. 2
Viral sips: Fans were eager to spread the word, resulting in a 1.24% share rate, doubling the high-end benchmark for engagement.
Massive scale: The Sponsored Snaps alone delivered 38.6M impressions, reaching 3.8M unique Snapchatters. 1
Efficiency in every drop: By entering the Chat Feed, Nestea achieved an extremely efficient $1.70 CPM, representing a 68% improvement in cost efficiency compared to standard placements. 2
With playfulness and precision, Nestea was well positioned to celebrate its comeback by sparking a conversation with its Canadian fans where they already connect with friends. On Snapchat, the brand successfully showcased how Nestea reclaimed its shelf space and re-established itself as a cultural mainstay.
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