NESTEA is partnering with Grammy-nominated, multi-platinum, rock and pop artist Natasha Bedingfield for the brand's 2017 ‘Taste of Freedom’ campaign.
The song, Let Go, was produced by Grammy-nominated Justin Stanley and is the soundtrack for accompanying TV commercials, digital marketing efforts, instore and exclusive social content.
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Let Go aims to encourage people to exhale, take a break from their daily hustle to enjoy a moment of serenity
Natasha comments, "In the busy world we're living in, it's far too easy to get stressed out, clinging to our mobile phones, working too hard and not unplugging as much as we could. I love the idea of NESTEA's Taste of Freedom campaign – asking us all to Let Go, put the sun on our faces and give ourselves a moment to take a deep breath. This freedom is very much the spirit of what I believe music should be about: letting go."
The record will be released worldwide by MINOS EMI, a Universal Music Company. Label President Margarita Matsa stated, "It’s a great honor for us to release worldwide a new song from such a wonderful artist like Natasha and to participate in this unique and innovative campaign."
NESTEA International Marketing Director Marcos De la Torre added, "Substantial research has shown that millennials are far too stressed, and it’s usually from the small annoyances of modern life like traffic jams, delayed metro, a grumpy boss, endless meetings, IT issues, etc. We believe that by stepping out for a moment and looking past these everyday irritations, you can gain some valuable perspective and realize that at the end of the day, these small worries can be overcome with a more relaxed attitude. Tea is known for its calming and relaxing properties. NESTEA believes that building the habit of drinking more tea and taking things easier will help people cope with the everyday stress and even put and smile on their faces. Working on this campaign with Natasha is allowing us to spread our brand message in a more engaging and enjoyable to listen way than traditional advertising."