Coca-Cola South Pacific has announced details of its Fuze Tea summer campaign via Ogilvy Sydney, which will accelerate consumer trial and build on the already strong results achieved since launching in 2016. To achieve this, Fuze Tea will take ‘surprising fusions’ to the next level by closely aligning the product with food moments.
Targeting 30-49 year old females, the brand is tapping into Australian consumers’ obsession with food, with insights revealing that the Fuze Tea audience enjoys not only eating out, but also takes pride in entertaining and making meals at home for friends.
Research results have shown that 80 per cent of people have been to a restaurant with friends in the last month, confirming that social occasions are ingrained in Aussie culture.
The launch of a multimillion dollar integrated marketing campaign in 2017 will push the idea that Fuze Tea’s surprising, deliciously good fusions can enhance social moments with food. The campaign will deliver mass awareness through new, large format out of home advertising placed in iconic locations, including the iconic Kings Cross Coke sign, 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 Channel 7, Channel 9, Channel Ten, SBS Food 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.
Emma Harper, brand manager, Fuze Tea said: “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. This summer campaign is all about further building brand awareness. Aussies have fallen in love with the exotic and unexpected flavour combinations of Fuze Tea and we hope many continue to enjoy the various fusions while celebrating social occasions with friends and family this summer. The food combination is a natural fit for the brand and we can’t wait to see all the new fusions the Aussie public come up with.”
Source: Campaign Brief