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Arizona Iced Tea Creative Strategy. Creative Strategy Brief: AriZona Iced
Teas Product Overview AriZona Iced Teas are a brand of ...
Submitted by kzx08 on May 14, 2008
Category: Miscellaneous
Words: 2606 | Pages: 11
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Creative Strategy Brief: AriZona Iced Teas
Product Overview
AriZona Iced Teas are a brand of ready-to-drink beverages originating from New York. There are various different types of teas, with the main sections branching off to green, black, white, and herbal teas. However, extensions include diet teas, juice blends, concentrates, energy/sport drinks, decaf teas, and even flavoured bottled water. All beverages are made from 100% natural ingredients and each type of tea has its own story and health benefits.
Ferolito, Vultaggio & Sons originated as a New York City beer distribution company in 1971, founded by two friends, John Ferolito and Don Vultaggio. The company grew through the hard work and determination of John and Don, and, by the late 1980s, became one of New York City’s most successful beer distributors.
In 1990, Don encountered a Snapple truck delivering a huge shipment as he was making a regular drop of his, and, after talking with John, they quickly decided that a move into the tea business was the best step for them. By as early as 1992, the AriZona brand had been developed and launched. The unique packaging of the new product “literally stood head and shoulders above the rest” of the beverages shelved beside them, and AriZona Iced Teas quickly grew into a success. The packaging includes a series of 24 oz. cans, 20 oz. proprietary bottles 16 oz. cans, 12 oz. cans, 7.7 oz. cans and 12 oz. aseptic drink boxes.
Today, among the top ‘ready-to-drink’ tea brands, AriZona holds a 28.6% market share, with a 45% increase in dollar sales over the year of 2006.2 Not too long ago, AriZona and Coca-Cola Enterprises struck a distribution agreement, and added AriZona Iced Teas as a brand they distribute alongside Nestea, Gold Peak, and Enviga Teas.
Key Observations
Competition
Top ready-to-drink teas by brand *From:...
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