ATLANTA—French/West/Vaughan has been named public relations agency for Nestea Cool, a Coca-Cola brand. The Raleigh-based PR firm will work alongside advertising agency Berlin Cameron/Red Cell of New York and Juxt Interactive of Newport Beach, Cal., on an integrated campaign featuring the Nestea Cool Snowman.
The three firms are collaborating on a “Cool to the Core” program that will include appearances on the Internet, regional TV and the Cool to the Core Tour, including more than 50 music festivals, hip-hop venues, beach parties and skate parks across the United States. “The Snowman will tempt teens and young adults into chillin’ out with Nestea Cool at Cool-approved online and offline hotspots,” according to a press release.
“The Nestea Cool Snowman will connect with ethnically diverse 12-to-24-year-olds through music, gaming and entertainment, which are teen and young adult passion points,” says Andrea Freeman, senior brand manager of Nestea Cool. “The Snowman character is naturally chilled-out and ’captivating to the core,’ capturing the attributes of Nestea Cool.”