When Nestea disappeared from shelves, fans never stopped hoping. Our challenge was to reignite that passion by ushering in a new, bolder era of Nestea, one rooted in community, nostalgia, and deep brand love.

Launching as @TheNesteaStan, we entered the chat as an undercover, unhinged iced tea stan. Adopting a meme-first, Gen Z-native voice across TikTok, Instagram, and Reddit, we amplified fan grief, humour, and longing. By embedding the brand inside its own fandom, we sparked nostalgia, conversation, and anticipation from the inside out, letting the community lead the return.

Once the comeback was in full swing, fans “caught” the brand switching to @NesteaCanada, turning comments into confirmation and UGC into fuel.

Post-reveal, we kept the same chaotic, fan-first energy, rewarding participation, remixing community content, and rebuilding Nestea as a mutual, not a marketer. The relaunch drove over 137.3K interactions across platforms and +13K followers within just a few months.