Fountain of youth for traditional product

How Rauch reinvented iced tea in CEE.

Successfully marketing good products internationally sometimes requires a certain feel for the job. A good example of this is Rauch iced tea. Since its introduction in 1993 one of the strongest products in the range, and for over 20 years also in Hungary and other countries of Eastern Europe. But Rauch's classic was coming under more and more pressure in this region after 2010. On the one side there were international corporations with huge budgets, and on the other were numerous local "brands" luring customers with cheap prices.

In 2017 it was decided to reposition Rauch iced tea here - younger, funkier. With colourful design, very emotive advertising and under its own new brand: Rauch MyTea. The radical rejuvenation treatment for this traditional product worked and brought Rauch back on track for growth in this market.

Youthful, funky and colourful: Rauch Eistee became "Rauch MyTea" in Eastern Europe

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