Beverage giant, Coca-Cola South Pacific, has announced a renewed focus of its tea category with the launch of ice tea brand, Fuze Tea.
Primarily targeted towards women in the 18-49 demographic, the offering, currently available in 350ml and 1.25L bottles, spans a selection of five flavours including Wild RaspBerry & Hibiscus; Summer Mango & Chamomile; Juicy Peach; Crisp Apple & Lemongrass and Zesty Lemon.
Backed by a multi-channel marketing strategy, the brand is set to engage in a series of high-impact marketing initiatives in the coming months to mark its launch, including a TVC, out-of-home, PR, and digital activity.
A key pillar of the strategy is a partnership with Channel 7’s My Kitchen Rules, with full integration across the show’s platforms.
This includes Fuze Tea championed as a signature ‘welcome drink’ for contestants when they host their Instant Restaurants at their homes, while there will be further product placement which will appear on the show throughout the season.
Emma Harper, brand manager- Fuze Tea, Coca-Cola South Pacific said:
“Fuze Tea is an exciting brand that we are delighted to bring to market in Australia. We see a big opportunity to breathe some new life into the category and offer consumers a genuinely new proposition with new flavours and fusions that will change the way they think about iced tea.”
The new range is now available at grocery and petroleum stores, with the peach variety also being served at McDonalds and Hungry Jacks fountains.
