Coke launches Fuze Tea summer campaign
Research shows how people love dining out or whipping up sumptuous meals at home with friends.
About 80 per cent of people have been to a restaurant with friends in the last month, confirming that social occasions are ingrained in the local Australian culture.
“Since launching Fuze Tea in Australia last year, the brand has gone from strength to strength and we know consumers love the taste of our surprising fusions. This summer campaign is all about further building brand awareness,” Emma Harper, brand manager of Fuze Tea said.
“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 launch of a multi-million dollar integrated marketing campaign in 2017 will push the idea that Fuze Tea’s unique fusions can enhance social moments with food. The campaign will deliver mass awareness through new, large format out of home advertising placed in iconic landmarks, including the 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.
Coke seeks to dominate screens with mass reaching TV and targeted food specific sponsorships with Channel 7, Channel 9, Channel Ten, SBS Food and Lifestyle FOOD.
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 range offers flavour combinations including Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, Luscious Peach and Zesty Lemon.
The product is currently offered in 350mL, 465mL and 1.25L bottles at grocery, petroleum stores and local food and convenience stores, with a low kilojoule fountain option available at McDonalds Australia and Hungry Jacks Australia.