Turning Gallons of Tea into a Big PR Splash

Luzianne Tea, a 125-year-old brand, launches its first-ever fresh-brewed gallon of iced tea.

Brand & Audience Insights

For over a century, Luzianne Tea commanded the dry aisle as America’s premier bagged iced tea, with a primary consumer base skewing female and over age 55. Expanding into the $4B refrigerated ready-to-drink (RTD) market required appealing to a younger generation of busy parents who prioritize clean labels and convenient, ready-to-pour options over traditional home brewing.

Solving the Problem
"Tea company launches tea" is hardly front-page news. Entering the cold vault meant going head-to-head with RTD titans, so Luzianne traded mass-media noise for a deeply evocative, soul-infused brand story. Nebo deployed an integrated three-pillar strategy anchored by experiential events, cause marketing, and targeted media relations:

1. Sweet Tea Sessions: Nebo staged an exclusive, intimate front-porch concert featuring eight-piece soul band St. Paul & The Broken Bones on a residential lawn in Atlanta's Virginia-Highland neighborhood. Attended by 70 influencers, media members, and local leaders, the performance was captured to produce a 14-minute studio-grade concert film for YouTube and social distribution.
2. Gallons for Good: Partnering with non-profit Hungry for Music, Luzianne pledged to donate one musical instrument to an underfunded school music program for every 1,000 tea samples poured during the summer Sip Easy Tour. The initiative launched at Sweet Tea Sessions with a signed guitar donation and culminated in broadcast-covered donation events at local schools.
3. Sip Easy Tour & Holiday Broadcast PR: Nebo amplified field marketing stops in Louisville, Atlanta, Charlotte, and Nashville with custom PR playbooks, local influencer partnerships, and event sponsorships. Ahead of July 4th, Nebo pitched morning television shows with a national holiday hook, securing live mixology segments across major network affiliates.

Results
Nebo's illustrations have led to an increase in engagements from TCM's enthusiastic and active online audience.

Key results include:

• 666,947,477 Total PR Impressions across broadcast, wire, digital, social, and in-person channels
• 6 Broadcast TV Segments secured (including national Scripps News, 11Alive, Fox5, WLBT 3, and KLFY)
• 75 Musical instruments donated to underfunded school music programs
• 20 Key Influencer Partnerships established
• 63% Discount negotiated across influencer partnerships
• $35.42 Average CPM achieved (vs. 75–150 industry benchmark)
• 44,500+ Organic video views on YouTube and Instagram for Sweet Tea Sessions content