Targeting 30-49 year old females, the Fuze Tea brand says it is tapping into Australian consumers’ obsession with food in its latest campaign.
The brand’s multimillion-dollar integrated marketing campaign will push the idea that Fuze Tea can enhance social moments with food.
The campaign is aimed at delivering mass awareness through new, large-format out-of-home advertising placed in high-profile locations, including on the giant Coca-Cola sign at Kings Cross in Sydney, as well as high-foot-traffic food courts.
Experiential activations, distributing 300,000 samples over summer and activating food outlets will drive trial and continue the strong food association through the line.
Fuze Tea will also seek to dominate screens with mass-reaching TV and targeted food-specific sponsorships with TV channels 7, 9, Ten, SBS and Lifestyle Food.
The brand’s audience will be encouraged to create their own fusions at home using customised video recipes promoted on two of the largest online food properties, Tasty and taste.com.au, reaching around two and a half million consumers.
“Since launching Fuze Tea in Australia last year, the brand has gone from strength to strength and we know consumers love the taste of our surprising fusions,” Fuze Tea Brand Manager Emma Harper said. “This summer campaign is all about further building brand awareness.”
The Fuze Tea range offers unexpected fusion flavour combinations including Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, Luscious Peach and Zesty Lemon. The product is currently offered in 350ml, 465ml and 1.25lt bottles.