Lipton in Australia has long run a very successful series of ads linking tea with antioxidants. The inculcated "choice" for consumers has been - tea is good (because it has antioxidants); and thus by inference coffee is less good.

In Singapore, Nescafe is currently running large bus stop ads championing the antioxidant benefits of instant coffee!

The interesting thing for me was how much I had bought in to the Lipton message. Just because tea contains antioxidants does not mean coffee does not. It is all in how selected messages are pitched and presented. What is a feature of tea many not be a unique feature afterall.