Coca-Cola will ramp up its marketing support for Honest Tea in the UK, as it looks to encourage sales of a new iced tea.
According to Coca-Cola European Partners, the brand will witness ‘a significant investment’ in experiential, out-of-home and PR activity in avid to drive further awareness among British consumers. The drinks, described as America’s favourite organic tea, were launched in the UK market last year.
Honest Tea will also build on recent consumer insight by creating a smaller-sized range of fruit herbal tea drinks. The 375ml bottles deliver just 71kcal each and are more convenient for consumers who want a refreshing on-the-go drink. They will roll out across the UK at the end of summer.
Coca-Cola European Partners GB operational marketing director Simon Harrison said: “In just 12 months, Honest has recruited a loyal audience in the UK and is continuing to grow. This is our first organic brand and it complements our existing range, increasing the breadth of categories our brands feature in. We’re embarking on a significant marketing campaign this summer which highlights the brand’s organic credentials whilst driving trial via targeted experiential activity.”
The new range of drinks is available in three flavours, combining herbal tea with organic fruit juices and cane sugar. They are lemon with honey, orange and mango, and pomegranate and blueberry. All will be sold under the label Honest Organic.
The integrated marketing campaign will combine PR, experiential and retail activity, primarily targeting consumers in London and the South East.
Key elements of the campaign include a partnership with environmental charity Groundwork, with the aim of bringing more green spaces to busy urban communities and encouraging people to enjoy being outdoors. Honest will bring a green sanctuary to people in London through a pop-up experiential event in early July, giving consumers the opportunity to
participate in activities and sample Honest’s new range.
It will be supported by a wider street sampling campaign across the capital throughout June and July, promoted through PR and influencer content.
The 375ml range will then be available from the end of summer.
© FoodBev Media Ltd 2017