The Coca-Cola Company has launched a new marketing campaign for its Fuze range of flavoured iced teas, enlisting former A-Team star Mr. T as the face of the campaign.
The campaign will focus around a new 30-second advertisement, which features Mr. T as a butterfly that has flown out of a bottle of Fuze, opened by a woman sitting on a park bench. The unorthodox creative “reinforces the drink’s bold taste” and concludes with Mr. T bench-pressing a daisy – a nod to the actor’s tough persona.
The digital spot, along with a 15-second version, will appear between June and October on media platforms such as YouTube, Xbox, MediaBrix and Spotify. The brand will also embark on social content, out-of-home advertising, experiential sampling and retail activations as part of a wider, fully integrated campaign.
It includes a campaign on social media in which consumers who tag their photos #fuzify and #flavorchargedtea will have a little flavour added in the form of colourful visual effects.
Mr. T said: “You can’t have tea without Mr. T, fool.
“Fuze Iced Tea is just like the butterfly I play in the commercial. Just when you think you know what to expect, boom! Something bold, unique and exciting happens. I pity the fool who doesn’t try it this summer!”
Coca-Cola North America group director for tea Geoff Henry said: “This is the first major, integrated campaign supporting the Fuze Iced Tea brand, and we know current and future fans are going to love what Mr. T brings to the table. What better way to communicate that Fuze is a bold, flavour-charged iced tea than to partner with the one and only Mr. T?”
“Our new digital creative, combined with a season filled with marketing activations, is designed to communicate – and celebrate – the great taste of bold, flavour-charged Fuze Iced Tea in a light-hearted and highly engaging way. We think people will respond enthusiastically to the campaign and look forward to reaching even greater heights throughout the summer.”
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