Tate & Lyle
Carst and Walker

Less multitasking, more savouring the moment: life lessons from Nestea

JWT Intelligence citse the “rise of de-teching” as one of its top 10 trends for 2011. Multi-tasking has become an intrinsic part of life, and technology is both helping us get more done at once and pushing us to multi-task constantly. We’re becoming less productive at work as our focus gets splintered and in our personal lives too, as we get pulled away from the moment. In Spain, Nestea taps into this with a commercial that uses the tagline “Welcome to this moment.”

In the ad, you see a kissing couple, a mom, a mountain climber and a picnicker getting distracted by everything from electronic devices to a squirrel. “The key for enjoying life is putting all our attention in each moment, to enjoy it like it deserves,” says the narrator as a woman throws her partner’s phone away and he joins her in drinking an iced tea at a picnic.

Says JWT Intelligence: “The spot illustrates what seems to be a growing desire to simply slow down and be more fully present, both for loved ones and for personal fulfillment. Marketers in many categories have opportunities to endorse a more sane pace of life and position their brand at the center of this healthy mind-set.”


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