Fuze Tea celebrates Australians’ love of food in brand awareness push
Coca-Cola’s Fuze Tea has launched its new summer campaign encouraging consumers to enjoy the iced beverage with friends and food as part of a multimillion-dollar integrated marketing campaign.
The brand, which launched in Australia last year, aims to align itself with Australians’ love of food through an outdoor-focused campaign as well as through activations which will distribute more than 300,000 samples to consumers.
Created by Ogilvy, a showcase of the different fusions including Wild Raspberry & Hibiscus and Summer Mango & Chamomile will feature on the Kings Cross Coke sign, as well as food courts across Australia.
As part of the brand push, Fuze Tea also has a number of sponsorships in play, including with Channel Seven, Nine, Ten, SBS Food and Lifestyle Food. The brand will also encourage consumers to make their own fusions with recipes from Tasty and taste.com.au.
Emma Harper, brand manager at Fuze Tea said while the brand’s launch was successful, this year’s campaign was all about making the product more well-known to the Australian public.
“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,” Harper said.
“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,” she said.
