Fuze Tea was launched in the Australian market last year, targeting 30-49 year old females. It says it will now take ‘surprising fusions to the next level’ by closely aligning the product with food moments in its new campaign.
Social occasions are firmly embedded in Aussie culture, with 80% visiting a restaurant with friends in the last month, says Coca-Cola.
“Fuze Tea is tapping into Australian consumers’ obsession with food, with insights revealing that the brand’s audience enjoys not only eating out, but also takes pride in entertaining and making meals at home for friends,” says Coca-Cola.
Announced today, the 2017 multimillion dollar campaign will use large format out-of-home advertising in iconic locations, such as the Kings Cross Coke sign in Sydney. Over the summer, 300,000 samples will be distributed and food outlets will also be targeted.
Fuze Tea will have food related sponsorships with Channel 7, Channel 9, Channel Ten, SBS Food and Lifestyle Food.
The FUZE TEA range includes wild raspberry & hibiscus, summer mango & chamomile, juicy peach, crisp apple & lemongrass, luscious peach and zesty lemon.
It is available 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 and Hungry Jacks.
Fuze Tea is made with green, black and rooibos teas with exotic fruit and botanical flavors.