Coca-Cola South Pacific will support the extension of iced tea brand Fuze to the Australian market with a multi-million dollar marketing investment.
The range will be available in flavours including wild raspberry and hibiscus, summer mango and chamomile, juicy peach, and crisp apple and lemongrass. Coca-Cola will position the brand, which it purchased in 2007, as a premium and “aspirational iced tea” – including some that are low in calories and others that are stevia-sweetened. It will be packaged in both 350ml and 1.25 litre bottles, made from a variety of teas including black, green and rooibos.
Its release will be supported by an extensive multi-channel campaign that will represent a “multi-million dollar” marketing spend. The brand will launch a new television advertisement and embark on PR, out-of-home and digital activity, as it sets its sight on the 18-49 demographic.
The campaign will focus on “surprising fusions that are deliciously good”, as part of the brand’s strategy to shake up the category for new and existing iced tea drinkers and establish a position for itself at the heart of social occasions across Australia.
Emma Harper, Fuze Tea brand manager for 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.
“Watch this space as we continue to evolve Fuze Tea in the coming months. In the mean time, we look forward to seeing consumers embrace the brand and its proposition. Over time, we’d like to see Fuze Tea at the heart of social occasions, associated with relaxing and good times with friends.”
© FoodBev Media Ltd 2019
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