Gold Peak

Assignment

The Coca-Cola Company engaged FWV to drive trial and awareness and handle the public relations surrounding the launch of the company's first ready-to-drink iced tea in several years, Gold Peak. With the premium and super-premium segments of the ready-to-drink iced tea markets positioning themselves as the fastest growing in the category, the platform was set for introducing a new premium brand with a traditional iced tea taste.

 

Message

Gold Peak is a premium, ready-to-drink tea with a classic, fresh-brewed taste, reminiscent of homemade. Created for consumers and fans of homemade iced tea, Gold Peak is a modern expression of the classic drink we all know and love. The brand's target audience is the ‘Everyday Gourmet,' adults 35+ who believe life is about savoring great tastes and experiences.

Program Elements

Positioned as upscale and sophisticated, Gold Peak charged FWV with capturing earned media surrounding all launch activities. Some of the brand's initiatives were:

  • The brand held its consumer launch in the celebrity-rich Hamptons in New York in July 2006. Gold Peak tabbed celebrity actress Heather Graham as the host of the launch during the Mercedes-Benz Polo Challenge at the Bridgehampton Polo Club. The event garnered national and regional media attention, notable buzz and set the stage for the national launch.
  • FWV developed and executed a media-only luncheon in New York City the week of the launch targeting both trade and mainstream media, which resulted in significant media coverage in both the short and long-term.
  • Gold Peak was supplied to a Summer House in Martha's Vineyard where it served as a featured product for one month in front of 40 major editors and writers to taste, touch, smell, test, review and write about based on real life experience. Sample media in attendance were: O Magazine, Lucky, Redbook, Self, Shape, For Me and Real Simple.
  • A Gold Peak sampling tour took place in six to eight key markets at ‘Everyday Gourmet' events such as the St. Louis Great Forest Park Balloon Race and the Windy City Wine Festival in Chicago, which resulted in increased trial and awareness and media coverage of the brand.

 

Results

The launch campaign generated extensive trade and consumer media (print, broadcast, Internet) including over 75 million media impressions and over $1.5 million in public relations value in a three-month period.

 

Here are some highlights of the coverage:

 

  • The national morning show 'Fox & Friends' featured Gold Peak on its
    morning broadcast as the anchors tasted the new tea in front of a live
    television audience and a national audience of over 1.1 million.
  • US Weekly (over 1.7 million impressions) featured the Bridgehampton Polo Club's host Heather Graham in front of a Gold Peak banner and mentioned her attendance at the brand's sponsored event.
  • The Gold Peak sponsorship of the Bridgehampton Polo Club resulted in numerous mentions for the brand in print and online coverage.
  • FWV worked with producers of ABC's ‘The Bachelor' about product seeding opportunities for the brand. As a result, Gold Peak journals and coupons were supplied to each woman on the show in a gift bag and Gold Peak was listed all season long on the popular network show's Web site.
  • Additional print and online coverage included widely read and viewed media outlets such as Reader's Digest, New York Daily News, BusinessWeek, Beverage Spectrum, Grocery Headquarters, PRWeek, Atlanta Journal Constitution, LA Daily News, New York Post, Oakland Tribune, Tennessean, Forbes.com, Bloomberg.com and In Touch Weekly.