The Coca-Cola Company has unveiled Frestea Nusantara Original Jasmine Tea in Indonesia. The latest RTD tea is a typical jasmine RTD tea, which is popular in Indonesia. What makes this RTD tea interesting is the choice of word ‘nusantara’, an Indonesian word for the Indonesian archipelago. The use of the world nusantara helps to reinforce the idea that Frestea is an authentic Indonesian jasmine tea. The marketing message on the ground is that Frestea Nusantara is an authentic home brewed tea.
The push into orginal jasmine tea taps into the healthy lifestyle trend and to mitigate the performance of its existing fruit-based RTD tea.