Coca-Cola South Pacific expects its new Fuze Tea summer campaign will accelerate consumer trial and build on the already strong results achieved since launching last year.
The multimillion dollar integrated marketing campaign will push the idea that Fuze Tea’s ‘surprising, deliciously good fusions’ can enhance social moments with food.
The campaign will deliver mass awareness through new, large format out of home advertising placed in iconic locations, including the iconic Kings Cross Coke sign, as well as high foot traffic food courts. Experiential activations, distributing 300,000 samples over summer and activating food outlets will drive trial and continue the strong food association through the line.
The Fuze Tea campaign aims to take the concept of ‘surprising fusions’ to the next level, tapping into Australian consumers’ obsession with food and closely aligning the product with food moments.
The campaign is targeted at 30-49 year old females, and the brand’s audience will be encouraged to create their own fusions at home using customised video recipes promoted on two of the largest online food properties, TASTY and taste.com.au, reaching around two and a half million consumers.
Fuze Tea will also seek to dominate screens with mass reaching TV and targeted food specific sponsorships with Channel 7, Channel 9, Channel Ten, SBS Food and Lifestyle FOOD.
Fuze Tea brand manager, Emma Harper said since the Australian launch of Fuze Tea last year, the brand has gone from strength to strength and the summer campaign will build further brand awareness.
“Aussies have fallen in love with the exotic and unexpected flavour combinations of Fuze Tea and we hope many continue to enjoy the various fusions while celebrating social occasions with friends and family this summer.
“The food combination is a natural fit for the brand and we can’t wait to see all the new fusions the Aussie public come up with,” Ms Harper said.
Fuze Tea offers ‘surprising fusion’ flavour combinations including Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, Luscious Peach and Zesty Lemon and is available in 350ml, 465ml and 1.25l bottles at grocery, petroleum stores and local food and convenience stores.