Nestea Campaign: "The Art Of Spill",
Western Edition
"The Art of Spill" campaign (Western Edition) reimagines Nestea for a generation that craves honesty over polish. In a world where traditional tea feels slow and the iced-tea aisle is crowded, the campaign uses the Western archetype — cowboys defined by silence and restraint to show that spilling what’s inside isn’t weakness but courage.
Through a cinematic aesthetic, Nestea Fusion becomes the drink for truthful moments: clean, uncompromising and made for real connection. The story unfolds across film, print, packaging and experiential activations.
Brand:
Nestea (Nestea Fusion)
Role:
Creative Direction,
Art direction,
Strategy,
Copywriting,
Digital,
Print,
Graphic Design.
Every touchpoint reinforces one idea: life gets better when you let it out. Spill Without Fear.
Context:
People don’t want to compromise.
Not in life.
Not in what they drink.
Traditional tea feels too slow. Disconnected from modern life.
The iced tea aisle is cluttered.
Too sugary.
Too weak.
Too much plastic.
Tea needs to be reimagined.
To matter again.
Insight:
What people value most isn’t polish.
It’s honesty.
We connect in open moments.
When someone lets their guard down.
When they finally spill what’s inside.
Cowboys are the perfect metaphor.
Faces like stone.
Words buried deep.
Toughness built on silence.
Which makes it powerful,
when even cowboys spill.
Big Idea:
“The Art of the Spill”
Spilling isn’t weakness.
It’s courage.
The moment you let go.
The moment honesty flows.
The moment truth is revealed.
Nestea Fusion is made for that.
No sugar.
No plastic.
No half-truths.
A ritual as clear and
uncompromising as honesty itself.
Because life’s better when you
let it out. When you spill without
fear.
Creative Route:
Why Western?
Cowboys represent quiet strength and emotional restraint. In a world of silence, when even a cowboy opens up, it means something. The honesty feel raw, bold and deeply human.
Tone & Aesthetic
A cinematic and romantic tone, inspired by Western and Americana films without feeling like a parody. Wild horizons, golden light, and weathered textures set the scene. It’s quiet, grounded and intimate.
How We Show Nestea Fusion
Nestea Fusion fits naturally into this world. The tea bag becomes a bold visual, blending into the landscape like part of the terrain. The drink introduces a new kind of ritual — uncompromising and unafraid. It belongs in the frame: a cup on a fence, a string brushing denim, tea catching the light just like the horizon.
Narrative Spirit
From silence → to honesty.
From restraint → to connection.
From holding it in → to spilling without fear.
Nestea Fusion is positioned as the drink for truthful moments.
Film Synopsis: "The Double Spill"
Music: Orville Peck - “Dead of Night”
Two cowboys ride across wide, golden plains. Their faces are unreadable, carved by silence. The older cowboy breaks the stillness with a challenge: “Spill the tea.” The younger one hesitates, then blurts out his secret: he can’t grow a beard. What follows is a moment of unexpected humanity. The older cowboy removes his hat to reveal his own bald head, strands of hair clinging inside. Laughter breaks the silence. They share Nestea Fusion and as the music swells, we shift into lyrical Western beauty — galloping horses, glowing horizons, two riders side by side. From stone-cold stillness to laughter. From silence to spill.
Mag Cover Visuals &
Playing Around with Copywriting
Stories on the Pack:
Finally, Stories on the Pack brings the campaign into homes and stores, with limited-edition Nestea Fusion packs printed with real spilled truths and QR codes inviting drinkers to add their own.
Nestea Fusion packs printed with real spilled truths.
Each one carries a different story:
--“Luis, 27, Madrid: I pretend to love whiskey, but I’ve always hated the taste.”
--“Anna, 22, Milan: I still sleep with my childhood teddy bear.”
--“Sofia, 19, Berlin: I once told my best friend’s secret… and confessed immediately after.”
A QR code invites drinkers to spill their own.
Every pack becomes a piece of the campaign.
A collection of modern confessions.
Copyright ️️© Irinka Agurashvili
