Nestea was rolling out tea in a brand new form. It was Nestea Liquid Concentrate. We got the standard brief that talks about how good it tastes. At the first shareout, my copywriter and I showed something that was off brief. Simply put, taste is the most distrusted claim in advertising (along with "peace of mind"). We focused on the other attributes of the product. The campaign that we came up with was light-hearted, fun and brought to light the three things that people can believe from a print ad: it's instant, it's refreshing, and it's all natural. Taste is something they will decide through sampling and trial.