Coca-Cola South Pacific has unveiled a new, premium ice tea brand for the Australian market. Fuze Tea will appeal to anyone looking for an unexpected flavour fusion: Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass, and Zesty Lemon, are made from black, green and rooibos teas, while three of the five 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 meantime, we look forward to seeing consumers embrace the brand. 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 in coming months.