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RTD iced tea concepts evaluation

1.

RTD ICED TEA
CONCEPTS
EVALUATION
Qualitative exploration of RTD Iced Tea
Category + Concept Testing - KAZ
Prepared by : Bisam Central Asia,
Kazakhstan
September 2024
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2.

Contents
1
3
Research Background
Evaluating Peace Tea
Concepts
2
4
Overview on RTD drinks
with a zoom into Iced Tea
Way Forward
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2

3.

1
RESEARCH
BACKGROUND AND
OBJECTIVES
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4.

Research background
Coca-Cola wants to launch a new
RTD Iced Tea product, Peace Tea,
into in Turkey, KSA & Kazakhstan.
Yet, prior to doing so, the
appetite, usage, attitudes and
consumption occasions of readyto-drink teas in these markets
needed to be deciphered.
Two concepts were tested across
key KPIs; 2 iteration for Peace tea
Name testing for the product also
took place.
This report sheds light on the KAZ
findings…
On that basis, TCC is looking to
better understand the RTD Iced
Tea consumers and non-users in
terms of lifestyle, category
consumption habits, triggers,
barriers and appetite.
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4

5.

Research Objectives
01
A deep dive into the RTD Tea category,
including consumption occasions
02
Peace Tea Concepts’ Testing
03
Peace Tea Names Testing
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6.

Research sample
KSA
RTD Tea Users
RTD Tea Non-users, but
considerers
16-19 YO
1 male – C1
1 female – AB
20-24 YO
1 female – AB
1 male – C1
25-30 YO
1 male – AB
1 female – C1
Total
3
3
Who?
Gender: Females/ Males
Age brackets: 16-30 YO
SEC : A,B,C1
Citizenship: Kazakhstan
Usership: All are non-rejectors of RTD Tea
• Half to be users of RTD Tea – Maxi (Primary), Fuse
(Primary) and Lipton (secondary)
• Half to be non-users of RTD Tea but will consider
drinking in future
• All to be non-rejectors TCCC brands
Center : Almaty
When?
August 2024
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7.

2
OVERVIEW ON RTD
DRINKS WITH A ZOOM
INTO ICED TEA
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8.

REFRESHING AND
FIZZY
Soda/CSDs
+ The most popular group among the
majority
+ The fizziness creates a unique flavor
experience
+ Highly favored as a refreshing drink,
especially on hot days
+ Commonly consumed with meals –
especially fast food and meat dishes
+ Linked to holidays and family gatherings
(e.g., New Year, Nauryz)
ENERGY BOOST
REFRESHING AND
LIGHT
HEALTHY AND
NATURAL
Energy drinks,
sometimes included
Ice Coffee
Iced Tea, sometimes
included compotes,
morsels
Packed natural juice
+ Enhance energy levels and mood
+ Commonly used to stay alert and
manage stress at work or during
studies
+ Offer distinct tastes not found in
other beverages
– Potential negative effects on
health due to high levels of
caffeine, taurine, and sugar
– Concerns about the addictive
nature of certain components
– Health concerns due to high sugar
content and other harmful elements
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– Too sweet and sugary
+ Suitable for many situations & occasions
+ Close to natural
+ Provides a cooling effect without being
overly sweet or sugary
+ Lighter and less intense – especially
compared to CSDs and energy drinks
+ Seen as a familiar and comforting drink
+ Easily found in most stores
– A chemical-like aftertaste for non-users
– Considered bland by those who prefer
stronger tastes
– Fewer discounts and promotions8
especially compared to sodas
GUILTLESS
CONSUMPTION
GUILTY
PLEASURE
Within the beverage landscape, RTD drinks have a clear positioning. Iced teas are
identified as a separate category for almost all consumers.
+ Healthiest, has natural ingredients and
vitamins
+ Suitable many occasions - often
consumed at family gatherings,
holidays, and picnics
– Not all juices are all-natural
– Not as refreshing compared to the
others
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9.

Zooming into
Iced Tea
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10.

For both iced tea consumers and consumers who do not drink iced tea, the initial
associations with iced tea are naturalness, freshness, and lightness.
EMOTIONAL DRIVERS
FUNCTIONAL DRIVERS
Relaxation - help to relax and
Naturalness
Refreshment
Softness & lightness - Not
look at the world from a
different perspective, create a
feeling of pleasant and relaxing
moments
Nostalgia - drink from school
time, kindergarten, football
training, and childhood
cause discomfort and overload the
stomach
Thirst quenching
Safety - less harmful and safer choice
than sodas
Healthy – due to mild taste and
natural color
Balanced Taste - not too sweet or
sour, offering a more subtle flavor
PERCEPTIONS OF ICED TEA
FLAVORS
Lemon
Peach
Berries
Grapefruit
BRANDS
Maxi Tea
Fuse Tea
Lipton
Rix Tea
Ai Tea
Piala
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Tassay Ice Tea
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11.

The first sip of ice tea when you're
parched or tired feels as if you’re instantly
transported to rivers, mountains, and
waves…
It is a nice drink that
20-24,
user another
makesF,you
enter
world…
M,16-19, user, Jeddah
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12.

The user/non-user point of view…
Users
Non-Users
Iced teas are chosen as an everyday beverage suitable for any
situation. While consumers of ice teas do not reject other
types of beverages, they choose them less frequently.
Do not reject or have any special negative associations with
ice teas. Despite the rejection of ice teas, they also
recognize their refreshing properties. However, this
category of drinks does not arouse much interest for and is
not related to specific consumption situations.
During hot weather, ice teas are consumed daily, whereas in
cooler seasons, the frequency decreases but remains regular
(3-4 times a week).
VS
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13.

Triggers: Due to its less harmful content, high refreshment, suitability for occasions,
easy availability, and relaxing effects, it is perceived as a safer and more prominent
beverage by consumers.
Safety & Naturalness
High refreshment
Versatility & Availability
Relaxation & Comfort
• Iced Tea is perceived as a less
harmful and safer drink compared
to sodas and other sugary drinks.
• Iced teas are perceived as drinks
that are best thirst-quenching and
refreshing in hot weather (in
Kazakhstan, hot weather lasts for
quite a long time - from April-May to
September).
• Iced tea is suitable for different life
situations, from work to leisure.
• Iced teas help to relax and are
associated with moments of rest.
Their use allows people to escape
from everyday worries and enjoy
the moment.
• The color of the drink, the
composition, and the tea base give
the impression of a more natural
product that can be drunk more
often.
• It is perceived as a universal drink
for relaxation and pleasure.
• It is widely available everywhere,
including
stores,
educational
institutions, cafes, etc. This
situation gives a opportunity for
massive popularity and easy
access to these drinks.
• Due to the lack of carbonation, iced
teas can be drunk more easily and
often when feeling thirsty.
Teas are more refreshing and more useful, because there
is a huge contrast, at least in the color palette, they have
a tea color, and not, for example, bright yellow.
16-19,
non-user
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Concept
Testing
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• It is often associated with
relaxation after work, home
comfort, and calmness. This
contrasts with sodas, which
respondents link to celebrations and
more vibrant occasions.
For me, they are associated with terrible heat, when
you are just already all wet, you are incredibly hot, you
take this tea, you drink it, and you feel really good.
M, 20-24, non-user
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14.

Barriers: Compared to other beverages, Ice teas’ less notable packaging and
limited marketing keep it less prominent. Furthermore, non-users often criticize its
chemical aftertaste and specific occasion unsuitability.
Unremarkable Packaging
• The packaging of iced teas do not
attract attention compared to more
vibrant and actively promoted
sodas.
• Bottles and other packages do not
stand out on the shelf, they do not
catch the eye.
Insufficient Marketing
Activity
Unpleasant Taste
• The lack of promotions or other
marketing incentives makes ice
teas less noticeable against the
background of active advertising of
carbonated drinks.
• Some non-users note a taste that is
described as "chemical". This
unpleasant taste remains on the
tongue and causes discomfort even
after the drink has been drunk.
Iced tea tastes like some kind of chemistry. It's
easier to drink an energy drink or soda than this one.
The aftertaste on the tongue is not very pleasant.
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F. 25-30, non-user
• High sugar content in ice teas makes
the drink too sweet compared to
regular tea. This is perceived as a
negative factor, especially for those
who try to avoid excessive
consumption of sugary drinks.
14
Less Compatible with
Occasions for Ice Tea NonConsumers
• For non-users, there are no clear
consumption situations where iced
teas would be successfully
suitable. For example, energy drinks
help to cheer up, sodas go well with
food. However, non-users do not
find a clear situation for ice teas.
• Even with a positive perception of
ice teas, preference is given to
sodas due to their carbonation,
brightness, and recognizability.
Even if ice teas come across, their
packaging is not so pleasant and interesting.
Therefore, there is no desire to take it.
F. 16-19, non-user
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15.

And across both, users and non-users, flavor seems to be the deciding
factor for purchase….
Flavor
Flavor is the primary
factor when making a
choice for both, nonusers and users.
Also, users & non-users
are both attracted to ‘new’
flavours and flavour
combinations.
Brand
Packaging
Price
Ingredients
For both, having a
respected and well-known
brand is crucial to
establishing trust and
guaranteeing quality.
Packaging plays an
important role, especially
for non-users. They often
pay attention to the visual
appeal and design.
Brand loyalty is more
pronounced among users,
especially if their favorite
flavor is unavailable
Users also noted
packaging, but it is less
important compared to
flavor and brand.
Promotions and
discounts influence the
choice for both groups,
but to a lesser extent. For
non-users, promotions
can be a deciding factor,
especially if they are not
familiar with the product
Calorie level and
ingredients (such as the
presence of
preservatives) are
significant for a small
group of consumers who
watch their diet or train
regularly.
Non-users less brandoriented.
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16.

Zooming into Iced
Tea consumption
occasions
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17.

An overview on the most prominent consumption occasions:
DURING MEALS: A PLEASANT
COMBINATION OF ICED TEA AND FOOD
DURING THE DAY: A REFRESHING
WHILE WALKING: AN
DRINK
WHILE
OR2024
STUDYING
EVERYDAY MOMENT
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Peace TeaWORKING
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PICNICS AND OUTDOOR RECREATION: A MOMENT
FOR REFRESHMENT AND RELAXATION
RELAXING AT HOME: A MOMENT OF
UNWINDING AFTER A LONG DAY
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18.

DURING MEALS: A PLEASANT
COMBINATION OF ICED TEA AND FOOD
The scene: Enjoying iced tea during meals, whether it's lunch at work,
dinner at home, or a light snack at a café. The coolness of the drink
complements the flavors of the food, providing a refreshing balance.
Functional drivers of Iced Tea:
Aids digestion without overloading the stomach.
Helps wash down food and enhance the meal experience.
Quenches thirst during meals without being too heavy.
Emotional drivers of Iced Tea:
Enhances the pleasure of a meal, making it feel more complete.
Provides a subtle sense of indulgence with its balanced
sweetness.
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19.

PICNICS AND OUTDOOR RECREATION: A
MOMENT FOR REFRESHMENT AND
RELAXATION
The scene: Outdoors with friends or family, a trip to the mountains or
relaxing in the park. Iced tea is shared among friends as a way to refresh
and cool down.
Functional Drivers of Iced Tea:
Quenches thirst and refreshes in hot weather while under the sun
It goes well with picnic snacks
Emotional Drivers of Iced Tea:
Amplifies the feeling of relaxation in nature, bringing a sense of
tranquility.
The cooling effect on a warm day adds to the overall joy of outdoor
leisure.
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20.

DURING THE DAY: A REFRESHING DRINK
WHILE WORKING OR STUDYING
The scene: Sipping iced tea during a busy workday or study session.
The cold drink provides a much-needed break and boost of
refreshment.
Functional drivers of Iced Tea:
Quenches thirst and provides a light energy boost without the
jitters.
Offers a healtier alternative to sugary or carbonated drinks.
Convenient for sipping throughout the day to stay refreshed.
Emotional drivers of Iced Tea:
Helps break up the monotony of work or study, offering a moment
of calm.
Encourages mental clarity and a shift in perspective when stress
builds up.
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21.

WHILE WALKING: AN
EVERYDAY MOMENT
The scene: Grabbing a bottle of iced tea to take on a walk, whether it's
a casual stroll in the park or commuting between some loose ends. The
ice tea is easy to carry and sip along the way.
Functional drivers of Iced Tea:
Provides hydration and refreshment on the go.
The perfect size for casual sipping during short outdoor activities.
Emotional drivers of Iced Tea:
Adds enjoyment and lightness to a simple walk, making it feel more
pleasant.
A quick pick-me-up that lifts the mood while moving around.
Transforms a routine moment into something refreshing and
revitalizing.
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22.

RELAXING AT HOME: A MOMENT OF
UNWINDING AFTER A LONG DAY
The scene: Coming home after a long day and pouring a chilled glass of
iced tea while relaxing on the couch, watching TV, or reading a book.
Functional drivers of Iced Tea:
Calms the body and mind with its refreshing and light flavor.
Not too stimulating, making it perfect for winding down.
Emotional drivers of Iced Tea:
Enhances the sense of comfort and relaxation after a long day.
Offers a moment of personal enjoyment, helping to relieve stress.
It helps to move from a busy day to a calm evening.
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23.

24.

An overview on the performance of the two concepts against key KPIs
Peace Tea
– Chill
Peace Tea –
Invigoration
Clarity
Appeal
Relevance
Uniqueness
Branding
Credibility
Flavour
options
Pack
design
Name
appeal
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
Implications to TCCC: Out of the two ideas, the 'Invigoration' concept slightly edges out the competition. Even
though the 'Chill' concept is deemed more appropriate for iced tea, it doesn't offer anything particularly
fascinating beyond its packaging. On the other hand, 'Invigoration' features a more intriguing array of flavors and
unique ingredients like caffeine, vitamins, and minerals. However, the inclusion of these elements influences the
drink's perception, making it appear more like an energy drink than tea.
High
Medium
Low
l
l
l
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24

25.

#1
PEACE TEA
CONCEPT –
CHILL
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26.

An overview on concept performance against key KPIs
KPI
Evaluation
Clarity
l
Appeal
l
Relevance
l
Uniqueness
l
Branding
l
Credibility
l
Flavour options
l
Pack design
l
Name appeal
l
High
Medium
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26
l
l
l

27.

Consumers voice on Peace Tea – Chill Concept
Any practically soft tea indicates the
same information that we have here.
But if it's a new product, it needs to
distinguish itself in some way, some
way to show itself differently, to get
people interested.
M,16-19, user
Sounds really cool. If someone
presented it to me like that, I
wouldn't hesitate to take it.
W, 16-19, non-user
Visually it looks like a soda, but the text
is already more suitable for tea. The
blue design especially suits the concept
of relaxation. I’d definitely try blue.
M, 25-30, user
Yeah, I totally like the concept. Both the
title and the promotional text. Relaxing,
soothing ingredients. It's more like a tea.
M, 20-24, non-user
I think this text is better. It's more natural.
And yes, you can really see that it's tea.
Because it says natural ingredients,
leaves, flavors.
F, 25-30, non-user
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28.

A deep dive into concept KPIs
Appeal
Clarity
More realistic, sincere
text.
It looks more like a
description of tea than
in the concept of
Invigoration
There are a lot of
introductory phrases
and general text
Consumers may not
fully understand
exactly how a drink
helps to relax
It is unclear what the
concept of "soothing
components" includes which components, how
do they affect, what do
they do?
Emphasis on relaxation and chill
The name and visual design
Addressed as "you", and not to an
abstract group of people
Uniqueness
Relevance
BUT:
• Terms such as "roller coaster", "daily
drama" and "endless chaos" evoke
negative associations - Consumers do not
want to apply them to their lives.
• Emphasis on life problems and
difficulties puts off - They think that the
drink cannot solve personal problems.
• Overly marketing-oriented, filled with
cliché phrases and repetitive information
• Not effectively convey ease and
relaxation- Instead, it highlights
challenges and chaos, which clashes with
the product's intended message.
• The complexity of the text - This may turn
away teens and young adults, who prefer
simpler and more straightforward
messaging.
• Referred to as fruit flavors («falvor» in
Russian sounds like a fragrance) – it
immediately looks like some kind of
chemistry. People want to drink iced tea
for the taste, not for the smell.
• Not like the mention of the term
"monotonous life" (in the Russian version,
in the English version it is referred to as "")
If the taste is attractive
to them, then they will
consume this drink in
all situations,
regardless of the text
and packaging design.
It was mentioned that
tea with such a
description can be
drunk in the evening as
a sedation after a hard
day, before going to
bed.
Berries are of interest, as
they are slightly less
common and mango (as a
separate flavor), because it
is usually found in
combination with other
ingredients. But in general,
the tastes are quite
ordinary, familiar, there is no
special uniqueness.
The flavor names are
interesting and reminiscent
of those found in cafes, but
they are not likely to be
memorable
The name "VibeZ" stands
out, it sounds unique.
However, one of the
disadvantages is the letter Z
at the end (association with
the Russian army).
The text does not create a
sense of something new. It
contains familiar phrases
and feels like a standard
advertising message.
High
Medium
Low
l
l
l
Branding
The blue packaging
design corresponds
to the theme of
relaxation, but
evokes mixed
associations. The
packaging seems
overloaded with
elements (nails,
bracelet, textured
background), which
reduces the
perception of the
brand as light and
calm.
At the same time, the
design contributes to
the perception of the
brand as something
new precisely.
Mixing associations
of iced tea & energy
drinks, descriptions
of calming and at the
same time life
problems does not
give a complete
image of the brand.
Credibility
The text generally
inspires trust as it aligns
with the expectation that
tea should have calming
effects.
Focusing on more
natural ingredients,
such as tea leaves,
increases trust.
There is confidence that
the drink will help with
relaxation, but it does
not promise to solve
life’s problems.
The lack of detailed
information about the
drink's composition and
ingredients may reduce
trust in the brand.
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28

29.

Lastly, after understanding product performance… let’s get an
overview on the concept’s tone:
1
Insight
People are looking for moments of
relaxation and peace in their daily
lives; they strive for products that
will help them relax and find balance
in their thoughts and feelings.
However, the claims made by this
iced tea brand seem too
exaggerated, as suggesting that it
can solve life's problems appears
unrealistic for a beverage. When
consumers need calming,
refreshing, and relaxing, the drink
meets these expectations. However,
the drink should not go "deep into
the soul''.
2
3
Benefit
It helps to relax and relieve
tension, providing an opportunity
to enjoy a moment of calm during
the day.
RTB
The beneficial properties and
natural composition are
trustworthy. The absence of
strong sugar and the refreshing
taste promote relaxation.
Soothing ingredients and natural
leaves sound very attractive if
the benefits and composition of
the drink are disclosed in more
detail.
Overall concept
"Chill" is a concept about how
iced tea gives a feeling of
lightness, relaxation and
restoration of inner balance. This
is not just a drink, but a moment
of relaxation in the turmoil of the
day.
The concept sounds appropriate
for iced tea, but it's pretty boring.
Voicing specific ingredients and
a greater emphasis on
naturalness could make this
concept more exclusive.
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29

30.

Pack assessment l
Name assessment
What's working?
Looks very unusual and creative - stands out among
other offers on the market
The variety of colors helps to make out the elements
on the package more clearly
The different color of the background, hand & lemon
detail and the contour of the hand
A cut lemon looks much more attractive than a whole
one - A feeling of freshness, taste and richness is
immediately added
Looks calm and more pleasant due to blue color
What’s not working?
The nail detail on the package- look out of place, the
meaning is unclear
Too small inscription on the bracelet - hard to read.
Creates the impression of an energy drink or soda the prefix "tea" on the package is missing
ChillX l
VibeZ
YO! l
l
Difficult pronunciation
The combination of the
letters “ll" and “X" merge and
look ugly
Easy to pronounce and
conveys the meaning
Memorable and easy to
pronounce
Most relevant to the category
Fits the concept of relaxation,
mood, and vibe
Irrelevant to the category More suitable for energy
drinks
The letter Z at the end is
unnecessary- It causes
negative associations with
the Russian army
Appeals mostly to male
consumers - rated more
negatively by female
consumers
Looks empty on the package,
takes up little space
Not have a clear meaning
Sounds like the name of a
computer
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High
Medium
Low
l
l
l
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Seems childish or adolescent

31.

Consumers voice on pack and name
In the blue packaging, the fruit is
emphasized that it tastes like lemon. If
they had made it there too, like slices,
a few raspberries or a slice of peach,
mango, then the view would have been
better.
M, 25-30, user
I like the blue version better, because
there we see a slice of this lemon, we
see its flesh, we see its juice, there are
some other petals very similar to mint,
the association goes with freshness.
And blue is literally like water. Lemon,
water, lemonade, delicious, fresh.
M, 20-24, non-user
ChillX l
It was as if a child had hit the
keyboard with his hand. There's a text
missing right there. It's a little empty.
F, 16-19, non-user
It makes sense in the very idea that
this is a mood, it will be associated
with a certain atmosphere, so VibeZ
is the most advantageous option.
YO! l
I prefer the second version of
"YO!", such a common slang name,
easy to remember and quick
association with this drink. Do you
want to try YO!? Let's do it!
F, 20-24, user
When you say that in every sip there is a
calming of the body and soul, then the blue one
is more suitable, yes. As for the rest of the reds
and oranges, they're somehow brighter, well,
they don't fit the words.
M, 25-30, user
High
M, 25-30, user
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Medium
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32.

Perception of tastes: Although the names seem unique and intriguing,
the flavor options are found to be quite ordinary.
Peach Party l
Razzle Berry l
• The most popular and
familiar flavor for ice
teas
• Nothing exclusive, only
peach lovers will choose
• The design and colors
are similar to the taste of
mango, it can be
confused
• A less common taste,
there are not so many
brands of berry-flavored
ice tea
• The brightest packaging
makes you want to try
this taste.
• Unclear berry image consumers are not
understand exactly.
When looking at the
packaging, raspberries,
grapes, and blackberries
were named.
Squeeze me
l
Lemon
Hello Mango l
Seems different rarely found as a
separate flavor, usually
mango is always
combined with another
ingredient
For those who love
mango, it seems very
attractive (since
mango is not mixed
with anything).
Seems very sweet to
some consumers
The design and colors
are similar to the taste
of peach, it can be
confused.
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The most classic
association with ice
tea
Squeeze me lemon sounds like a challenge
Gives the feeling that
the drink will be more
acidic than other
lemon-flavored brands.
This is perceived
positively.
The background, the
hand and the lemon
merge strongly.
It seems to me that these names are more
suitable for energy than here. Because there
is a description that it is a calm, soothing
tea, and then razzle berry pop out.
F, 25-30, non-user,
I like the names of the flavors, it
sounds like it's something very cool,
global, as if you want to buy it in
cafes. It all immediately becomes
fresher and cooler.
M, 20-24, non-user
High
Medium
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33.

Consumer voice on flavors
Peach Party l
Peach Party - the name
sounds like an energy
drink.
F, 25-30, non-user
Razzle Berry l
Given our mentality, not
everyone knows English,
but for example, if I didn't
know, I wouldn't
understand what Razzle
Berry means.
M, 16-19, user
Hello Mango l
The taste is interesting
enough for me. If it's not
too thick, moderately
sour, moderately sweet,
moderately cloying,
moderately chemical, I
would probably even
drink. Because there are
quite a few mango
analogues, and, in
principle, the taste is
quite unusual.
M, 16-19, user
Squeeze me Lemon l
"Squeeze me lemon" – the
name sounds like a
challenge. It probably
tastes very sour.
M, 25-30, user
High
Medium
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34.

#2
PEACE TEA
CONCEPT –
INVIGORATION
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35.

An overview on concept performance against key KPIs
KPI
Evaluation
Clarity
l
Appeal
l
Relevance
l
Uniqueness
l
Branding
l
Credibility
l
Flavour options
l
Pack design
l
Name appeal
l
High
Medium
Low
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36.

Consumers voice on Peace Tea – Invigoration Concept
It's like the same as the first one, i.e.
again the problem and the solution. But
here in the third paragraph it is coolly
disclosed: “caffeine from tea leaves and
minerals with vitamins”, that's cool and
gives credibility
M,16-19, user
I like that he gets your attention right
away, makes you stop and listen. That
was really cool. And I also really liked the
fact that it tells you what it contains, in
terms of caffeine, tea leaves, vitamins
and minerals. That's what got me
personally
F, 16-19, non-user
The jar itself reminds me of an
energizer, and this description is more
suitable for an energizer, because it
speaks about vigor. So it might appeal
to energy drinkers
F, 20-24, user
The look appeals to me, and basically
the whole concept and overall the
drink looks like something that makes
you want to pick it up and try it
M, 20-24, non-user
It’s a cooling, refreshing tea, but with
caffeine. It turns out to be an energy tea,
like an energy drink, but less harmful.
Some new flavor, it’s interesting
M, 25-30, user
I think this text is better. It's more natural.
And yes, you can really see that it's tea.
Because it says natural ingredients,
leaves, flavors
F, 25-30, non-user
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37.

A deep dive into concept KPIs
Appeal
Clarity
The words in the text "will
give clarity to feelings",
"help set priorities",
"cheer up", gives an
understanding of drink’s
promise.
Caffeine from tea leaves,
vitamins and minerals sounds more clearer than
"soothing components"
The emphasis on vitality
and energy is clearer, but
the text duplicates the
same information in
different words, which
causes confusion.
It may difficult to
determine whether a drink
is an energy drink or tea,
which reduces the clarity
of the message.
The name is unclear. The
meaning of the word "zing"
is unknown. The absence
of the "tea" reduces the
understanding that this is
the name of iced tea.
Clearer mention of the components
(caffeine from tea leaves, vitamins,
minerals)
Caffeine from tea leaves, vitamins and
minerals - sounds cool
Like the " what's up?" in the first
paragraph - It allows you to establish a
mutual dialogue.
The concept of vitality and energy is
more attractive for active youth
Like that the name "Peach-Vitamin B"
clearly indicates which vitamin is in the
composition
Bright cans are more suitable for this
concept, as it is aimed at cheerfulness
and energy
Feels more genuine compared to other
concept
Uniqueness
Relevance
If the taste is attractive
to them, then they will
consume this drink in
all situations,
regardless of the text
and packaging design.
The drink with this
description, with an
emphasis on
cheerfulness, energy,
would like to drink more
during the day.
The original flavor pairings
and mention of ingredients
create a difference.
Unusual combinations like
berry-matcha and lemonginseng make the product
stand out in the market and
create curiosity.
High
Medium
Low
l
l
l
Branding
The consumers like
the brand due to its
brightness, new
flavor combinations,
and unusual sound,
but only in the role of
an energy drink, not
iced tea.
Credibility
BUT;
• A lengthy introduction can overwhelm
and distract
• Tries to impose problems and offer life
lessons, suggesting that the drink can
solve personal issues - However, the
drink cannot help with prioritizing life.
• Not clearly convey the flavor
combinations with package - Visual
representation of both ingredients is
needed to clarify the product's flavor
profile.
The emphasis on
caffeine from tea leaves
and the presence of
minerals and vitamins is
credible, as it sounds
specific and convincing.
The claims made are too
bold for a ice tea. The
drink should not be
expected to perform
functions such as
prioritizing or focusing.
The text about
cheerfulness and
caffeine is misleading.
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37

38.

Lastly, after understanding product performance… let’s get an
overview on the concept’s tone:
1
Insight
Due to an active life, people
often look for additional sources
of energy (that's why they often
choose energy drinks). However,
existing energy drinks have
negative associations with harm
to the body, and therefore a drink
that can give vigor and at the
same time be natural and useful
is very exclusive and attractive.
2
3
Benefit
Getting energy without much
harm to the body is a great idea.
But the task of prioritizing does
not go well with an ordinary
drink.
RTB
The emphasis on caffeine from
tea leaves and the presence of
minerals and vitamins is credible,
as it sounds specific and
convincing.
The assessment of personal life
is inappropriate in the context of
a drink, it has other tasks.
Overall concept
The concept of “Invigoration"
emphasizes that iced tea is not just
a refreshing drink, but an ideal
companion for an active lifestyle. It
helps to recover quickly, quench
thirst and recharge your batteries,
remaining an easy and safe choice
in any situation. This is a drink for
those who strive to maintain high
performance and mental clarity
without overloading.
More convincing information is
needed about its naturalness and
then this drink will become a
discovery on the market.
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39.

Pack assessment l
What's working?
Bright packages are very suitable for the concept of
«Invigoration»
Looks bright, memorable, unusual and youthful
Looks very unusual and creative - stands out among other
offers on the market
The variety of colors helps to make out the elements on the
package more clearly
The different color of the background, hand & lemon detail
and the contour of the hand
Two fingers on the package are combined with the concept of
cheerfulness
A cut lemon looks much more attractive than a whole one - A
feeling of freshness, taste and richness is immediately added
Looks calm and more pleasant due to blue color
What’s not working?
Name assessment
Zing Vibes
YO!
l
l
Sounds sonorous and interesting
Memorable and easy to pronounce
Considering the general concept, the names, the brightness
of the cans - all this is perceived as an energy drink
The packaging is associated with a children's or youth drink,
but it will be unsuitable for older people
The word "zing" is associated with the word
"zinc" and suggests the idea of minerals
Irrelevant to the category - More suitable
for energy drinks
Not everyone understands the word “Zing”
Adds even more associations with energy
drinks
Appeals mostly to male consumers - rated
more negatively by female consumers
Looks empty on the package, takes up
little space
Seems childish or adolescent
Compared to "Zing Vibes" it doesn't make
any sense
The cans lacks a drawing of the second ingredient (vitamin B,
ginseng, sage, matcha) to clearly understand what the taste of
the drink is.
The nail detail on the package- look out of place, the meaning
is unclear
Too
inscription
the| August
bracelet
- hard1 |to
read.
©
Ipsossmall
TCC Peace
Tea Concept on
Testing
2024 | Version
Internal
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Medium
Low
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40.

Consumers voice on pack and name
It should be written on the blue bottle
that it is tea. So that people are not
misled that this is some kind of energy
drink, that this is specifically tea.
F, 25-30, non-user
Zing Vibes l
When I look at the jar, it is very
burdensome. I would make it more
minimalistic and looking at the other
cans, which are multicolored – there is
no contrast, there is nothing. Because of
this, what is painted on the jar is poorly
perceived. On the blue jar, at least there
is a contrast in the form of a hand
contour, but here there is a
monochrome picture.
M, 16-19, user
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Zing Vibes, it's more suggestive, like "think
about it", that is, think about it Vibes, the
atmosphere — it sounds cool.
F, 16-19, non-user
Zing Vibes, the name seems to be similar to
zinc, already hints at minerals, at usefulness.
YO!
l
If there was such a name, I have distrust in my head
right away, no, I don't want that. Something more
repulsive, uninteresting, not cool.
F, 16-19, user
It's short and meaningless. But the first (Zing vibes)
one sounds more impressive.
F, 25-30, non-user
F, 20-24, user
High
Medium
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41.

Evaluation of flavors: flavor combinations arouse great interest and
desire to try
Peach-Vit B l
Berries-Matcha l
• The presence of vitamin B
is credible
• Evokes associations with
the drink "Riksamin C
Vitamin“
• It feels like a healthier
drink
• Even those who don't like
peaches would like to try
it.
• Sounds like the most
unusual and interesting
combination
• Due to exclusivity, there is a
great desire to try (despite
the fact that the taste of the
matcha is not familiar to
everyone)
• Sounds like the name of a
drink from cafes, bars unusual, attractive, new
• Seems exotic
• The combination of ice tea
with berries causes
dissonance
Mango-Sage l
Lemon-Ginseng l
An unusual
combination, mango is
usually found with
other ingredients
Although it arouses
interest, not everyone
is sure that it will be
delicious
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Associated with a calming
and relaxing effect
It is believed that ginseng
gives vigor, so it fits the
text of the concept.
Ginseng is associated with
medicinal properties and
little-known ingredient
I have not seen such teas anywhere, not
even soda. And very interesting tastes.
Now more and more people are drinking
matcha or choosing vitamins. Therefore,
it seems to me that it is relevant to taste.
F, 25-30, non-user
The first half of each taste, it is more or
less ordinary, something that we are
already used to seeing, but it is the
second part, it looks really interesting,
because, let's say, I have never drunk
vitamin B anywhere before.
M, 20-24, non-user
High
Medium
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42.

An overview of ingredients from Invigoration concept
What Appeals to
Consumers:
What Turns
Consumers Away:
Melissa, Sage, Ginseng –
Frequently cited as appealing due
to their calming and healthboosting properties
Guarana and Turmeric – Seen
as confusing or questionable,
especially in the context of
beverages
Vitamin B – Recognized for its
energizing and beneficial effects
L-Theanine – Generally viewed
negatively due to its
association with chemical or
artificial taste, often mistaken
by respondents for an
ingredient found in energy
drinks
What Sparks Curiosity:
Matcha, Kombucha, Yerba
Mate, Maca – Often noted
as unique or unknown but
sparked curiosity to try
them.
Tea Extracts (Green and Black
Tea) –Trusted for their natural and
familiar qualities
Magnesium – Mixed feedback but
generally seen as beneficial in
some groups.
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43.

Consumer voice on flavors
Peach-Vit B l
Peach-Pit B for lovers of
peach drinks sounds more
than necessary, it sounds
clear, it is clear which
vitamin, why and for what.
M, 16-19, user
Berries-Matcha l
l
l
Very cool Berries-Matcha. I definitely
haven't seen such a taste in the
windows yet, because I usually take it
in a cafe, but here, if it is in a public
place – in stores, it will be cool.
M, 20-24, non-user
I would be very surprised by the
combination of berries and matcha.
How is it compatible at all, from
where, how could it be invented and
called as tea, which looks like an
energy drink.
F, 20-24, user
Mango-Sage l
l
Attracts attention, you can
take it for a change. I have not
seen such flavors, for
example, mango sage.
Basically, mango comes with
passion fruit, but here is a
combination that I would try.
F, 25-30, non-user
Lemon-Ginseng l
l
It seems to me that I would very
often take the latter option, "lemonginseng", because I have low blood
pressure, and ginseng raises it.
M, 20-24, non-user
I like the concept of lemon with
ginseng. It is perceived as a fullfledged tea. And if you take a lemon
as a whole, it is more perceived as
an ordinary lemonade.
F, 25-30, user
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44.

45.

New products have the potential to interest both iced tea users and
users, but the first test is very important...
Non-users have also expressed interest in the new
product because it is different from what is
currently on the market. The most interesting
flavors were in the concept «Invigoration“ for them.
The usual flavors (peach, lemon, berries, and
mango) do not arouse much interest among nonusers; otherwise, they would have already chosen
the available ice teas. Because there are a lot of
energy consumers in this category, the emphasis
on natural vigor is also an advantage.
USERS
NONUSERS
Users expressed their interest in the new product
due to its bright packaging and new flavor
combinations (especially in the concept
“Invigoration”). Despite the fact that consumers
have an interest in a new product, familiar brands
have strengthened their trust. Therefore, the
first test and reaction to new ice teas will be
crucial.
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46.

Out of the two ideas, the 'Invigoration' concept slightly edges out the
competition.
Peace tea-Chill
Peace tea-Invigoration
This concept reflects the meaning of iced tea more
clearly. The emphasis on relaxation and calming is
more attractive to consumers of ice teas. It is also
suitable for those who are prefer to simple tastes
without exclusive combinations. However, this
concept needs to earn the trust of its taste in order
to win over those who prefer Fuse tea, Maxi tea and
Lipton.
This concept has a more blurred, but at the same time
intriguing positioning. There are very dense associations
with energy drinks, which is initially confusing. However,
the mention of natural caffeine, vitamins and minerals
sounds convincing and is quite new. Also, the respondents
are also very interested in unusual flavor combinations.
More detailed indications that this is a new, unusual ice tea
can convince people to try the product.
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46

47.

All the names do not give a clear understanding that we are talking
about iced tea
Chillx
Difficult pronunciation
The combination of the
letters “ll" and “X" merge
and look ugly
Not have a clear meaning
Sounds like the name of a
computer
VibeZ
Easy to pronounce and
conveys the meaning
Most relevant to the
category
Fits the concept of
relaxation, mood, and vibe
The letter Z at the end is
unnecessary- It causes
negative associations with
the Russian army
YO!
Memorable and easy to
pronounce
Irrelevant to the category More suitable for energy
drinks
Appeals mostly to male
consumers - rated more
negatively by female
consumers
Looks empty on the
package, takes up little
space
Seems childish or
adolescent
Zing Vibes
Sounds sonorous and
interesting
The word "zing" is associated
with the word "zinc" and
suggests the idea of
minerals
Not everyone understands
the word “Zing”
Adds even more
associations with energy
drinks
Implications to TCCC: For all the names, the addition of the inscription "tea" is missing, which raises doubts
about which category this drink belongs to. The names themselves sound good, but, for example, “VibeZ tea"
understandable
and
interesting
atConfidential
the same time.
©would
Ipsos TCCsound
Peace Tea more
Concept Testing
| August 2024 | Version
1 | Internal
Use Only | Strictly
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Medium
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48.

The packaging of Peace tea looks quite unique, due to the brightness,
color scheme, and large elements
It is more suitable for young people than for adults
It will stand out on the shelf and attract attention
OPTIMIZATION CUES:
It is easy to determine the taste due to the fruit on
the package
Use more pastel tones, as brightness is associated
with energy drink and soda
Use cut fruit for all flavors
It is attractive that each taste has its own color,
but there is not enough contrast, as in the blue can
Background is too patterned, can be more plain
Nails on the pack are unappealing
The blue can attracts the design more due to the
fact that everything does not merge into a single
picture
Make the inscription on the bracelet more readable
Draw both ingredients on the package (for concept
«Invigoration")
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48

49.

And while many flavors are an ‘acquired’ taste … some are pretty
inclusive & relevant to iced tea, especially lemon and peach flavors
BEST PERFORMING FLAVORS
NEUTRAL OR UNPLEASANT FLAVORS
RAZZLE
BERRY
SQUEEZE
ME LEMON
PEACH
PARTY
HELLO
MANGO
BERRIESMATCHA
LEMONGINSENG
PEACHVIT B
MANGOSAGE
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49

50.

Package size preferences
• Generally, consumers prefer to buy a bottle size
of 0.5 or 1 liter.
• A 300 ml bottle is too small and can be
convenient only in certain situations.
• Price is right for that size, but still they'd rather
pay more for a bigger bottle.
• This bottle looks like it’s made for children.
• BUT it’s convenient size for trying a new product.
I most likely wouldn't buy one because it's inconvenient, not
enough to quench my thirst. Yes, it might be convenient for
small children, but not for walking and such activities. That is, I
would rather pay 100 tenge more for a larger size
F, 16-19, non-user
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50

51.

THANK YOU
Prepared by: Ipsos UU, TR
September 2024
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