PREMIUM REFRIGERATED TEA

Objective

Expand reach in refrigerated beverage category with spin-off premium brand.

Solution

Although Turkey Hill is America's #1 refrigerated iced tea brand, they developed a new strategy to compete in the premium segment. Attracting the consumer interested in a home-brewed taste was key. The name SunBrew and a clear carafe bottle were developed as immediate quality cues. The label graphics convey an authentic tea with no added preservatives or colors, made with simple ingredients.
The Turkey Hill brand endorsement adds credibility to the new brand, and the Home Brewed Taste icon is the positioning.