Coca-Cola South Pacific has revealed the details of its multimillion dollar integrated Fuze Tea marketing campaign which aims to accelerate consumer trials of the product.
The summer campaign will take ‘surprising fusions’ to the next level by more closely aligning the product with food moments.
The campaign will push the idea that Fuze Tea's surprising, deliciously good fusions can enhance social moments with food.
Targeting 30-49 year old females, the brand is tapping into Australian consumers’ obsession with food, according to the company.
“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,” Fuze Tea brand manager Emma Harper said.
The fusion flavour combinations include Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, Luscious Peach and Zesty Lemon.
“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,” Harper said.
The campaign will deliver mass awareness through large format OOH advertising and experiential activations, including billboards in iconic locations, including the Kings Cross Coke sign in Sydney.
The brand also has a number of sponsorships in play with Channel 7, Channel 9, Channel Ten, SBS Food andLifestyle FOOD and customised video recipes set to be promoted on TASTYand taste.com.au.
The brand’s audience will be encouraged to create their own fusions at home using customised video recipes promoted on online food sites, TASTY and taste.com.au.
