Gerolsteiner Tea White Tea Pomegranate
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Gerolsteiner is adding a limited edition to the two classic varieties Gerolsteiner Tea Black Tea Lemon and Black Tea Peach in 2024. The new addition combines an unusual tea variety with an attractive exotic fruit: refreshing, mild-tasting white tea meets sweet and fruity notes of pomegranate. "The concept of annually changing limited editions of Gerolsteiner tea, which we launched in 2023, has proven its worth. It attracts attention, provides fresh buying impulses and appeals to the young target group in particular time and time again. In addition, the exotic design of the new limited edition white tea pomegranate is a real eye-catcher," explains Marcus Macioszek, Head of Marketing at Gerolsteiner Brunnen: "The viewer is taken into an adventurous jungle world with lots to discover. The look clearly stands out from that of the two classic tea varieties and is still visually embedded in the range." The white tea variant sets the tone alongside the two black tea drinks and is intended to attract more new consumers to Gerolsteiner tea.
The tea range launched in 2022 was very well received as a new product segment from Gerolsteiner. It quickly developed into the sub-brand with the highest consumer reach and resale rate within the Gerolsteiner soft drinks range. According to the GfK household panel, 55 per cent of buyers come from young households.
On trend: less sugar, full flavour
Gerolsteiner tea is produced using the gentle cold brew process: the longer infusion time of the tea in cold water allows the full flavour of the tea to unfold without releasing the bitter substances. This means that less sugar can be used than in most other tea drinks. Gerolsteiner White Tea Pomegranate combines cold-brewed white tea infusion with 2 per cent pomegranate juice. Like the other two varieties, Black Tea Peach and Black Tea Lemon, the Limited Edition is also low in calories. 100 ml of the Limited Edition contains only 15 kcal. Gerolsteiner tea is available in a handy 0.75 litre disposable PET bottle, which is also perfect for refreshment on the go.
Playful: social media campaign for the younger target group
Gerolsteiner Tee's communication is focussed on a younger target group and therefore relies primarily on social media. A typical example is the Gerolsteiner Creator Games, in which ten Creators competed against each other in nine games at Gerolsteiner's invitation in 2023. The games achieved more than 17 million impressions Further social media campaigns will follow.
Impetus at the POS
POS communication for Gerolsteiner tea will also continue with the same intensity in 2024. Mix displays with an eye-catching topper invite impulse purchases. The desire to try the tea is supported by several giveaway campaigns spread throughout the year. In addition to Gerolsteiner tea, the promotions also include the other Gerolsteiner soft drinks in 0.75 litre PET bottles, i.e. lemonades, spritzers and fruity waters: when buying a six-pack from April to June, customers receive a free dry bag as a waterproof companion for storing valuables and other items. From July to September, an encore promotion with Indiaca hand shuttlecocks is planned. POS tools on the display and on the shelf provide information about the promotions.
