Coca-Cola South Pacific has unveiled a new, premium iced tea brand for the Australian market.
Fuze Tea features five different types and flavours that will appeal to those who are looking for an unexpected flavour fusion. Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, and Zesty Lemon are made from teas such as black, green and rooibos, while three of the variants are low-kilojoule and sweetened with stevia.
“Fuze Tea is an exciting brand that we are delighted to bring to market in Australia,” Fuze Tea Brand Manager Emma Harper said. “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 meantime, 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.”
A key pillar of the strategy is a partnership with Channel 7’s My Kitchen Rules, with full integration across the show’s platforms, including featuring Fuze Tea as a signature ‘welcome drink’ for contestants when they host ‘Instant Restaurants’ at their homes while there will be further product placement on the show throughout the season.
The launch of Fuze Tea is backed by a multichannel marketing strategy, with a series of high-impact marketing initiatives including a TVC, out-of-home, PR and digital activity set to launch in coming months.
