ATLANTA: Raleigh, NC-based French/West/Vaughan will handle PR for the upcoming Nestea Cool Snowman "Cool to the Core" campaign, which will unfold on the internet, regional TV, and the live campaign tour.
Nestea uses different agencies for different products, and does not currently have an agency representing the entire Nestea Cool brand of iced tea beverages.
Ray Crockett, senior manager for media relations, said Nestea had run into French/West/Vaughan when the firm was reviewing agencies for another product.
"We've seen the firm's work for Slim Jims and thought it was the kind of edgy work we needed for the snowman," he said.
"In general, we're trying to increase the profile of the snowman, as he represents the brand," he said, referring to the mascot that has represented the iced tea for the past couple of years.
The Cool to the Core tour will feature appearances at more than 50 music festivals, hip-hop venues, beach parties, and skate parks across the country from July until the end of the year.
"We'll be doing a variety of things, and music will be a key part of it," Crockett said.
The goal of the campaign is to connect with teen and young adults through entertainment opportunities, according to Nestea Cool's senior brand manager Andrea Freeman.
The integrated media effort is supported by Berlin Cameron/Red Cell for advertising and Juxt Interactive for interactive.