FUZETEA GREEN TEA 12 X 400 ML
- Brand: Unbranded
Description
It has definitely rapidly evolved, it’s in very different stages of development around the world,” he says. It is the second UK bottled tea launch for CCEP in just over a year, after US brand Honest arrived in December 2016 to challenge Britvic’s Lipton. With this new platform, Fuze Tea is looking to emphasise its unique qualities, namely that it contains a blend of flavours and ingredients, in contrast to the category’s traditionally mono-flavoured beverages. Fuze Tea will also be launching a new ‘Mind Tingles’ podcast to help bring calm to commuters. The show will play sounds intended to produce an Autonomous Sensory Meridian Response, working with leading ASMRtist, Whispers Red. It will feature interviews about the importance of mental health with high-profile celebrities including model Daisy Lowe, rapper and TV personality Professor Green and Radio 1 DJ Clara Amfo. What we’ve been looking to do, is talk about the truth of fusion. When you bring contrasting things together, you create something better and unique, just like Fuze Tea,” Wheen adds.
We’re excited to launch burst two of our campaign and introduce our first UK TV spot, which continues upon our insight and encourages people to switch off as they commute home.” Wheen indicates that Made of Fusion will be shaping the brand’s strategic direction for several years to come: “It’s definitely long term, meaning three years plus. We’re looking to move from campaigns, which may have only been six months or a year in nature, to platforms on which we can build year on year, so that consumers have a consistent experience of what the brand is.” With Fuze Tea’s sights now set squarely upon the market leader position and with a brand new, global brand platform to boot, now is the time to dislodge Lipton Iced Tea and Nestea from their perches. Both brands have been established market powerhouses for decades, dominating the European market in particular.Fuze Tea is a fusion of fruit flavours, botanicals, tea extracts and other ingredients to create a ‘fresh, contemporary tea taste’ and premium alternative to other iced teas. The brand is already established in 40 markets worldwide including the US and Australia.
In June, Fuze Tea partnered with actress Joanna Lumley to encourage consumers to be more calm on their journeys to and from work. It included a digital video of the star surprising communicators with a book reading but was primarily a sampling campaign supported by out-of-home advertising, social and digital. Fuze Tea is a unique fusion of fruit flavours, botanicals, tea extracts and other ingredients which deliver a fresh, contemporary tea taste, offering a premium alternative within the iced tea category. It initially launched in 2012 in 14 international markets and saw accelerated growth to billion-dollar status in less than three years. Launched in March this year, ‘Made of Fusion’ marks a complete 180 break with Fuze Tea’s previous marketing outlook. The tea extracts in Fuze Tea come from 100% sustainably sourced tea leaves, contributing to Coca-Cola’s global aim to sustainably source 100% of its key agricultural ingredients and raw materials by 2020. Fuze Tea is also low in calories – between 14 and 19 calories per 100ml depending on the flavour – and sweetened with stevia in response to consumers’ increasing demands for different products.So just how has Fuze Tea managed to shake up the iced tea category, and become the fastest growing brand in the sector? Wheen believes firstly that differentiation is key – as Fuze Tea’s blend of flavours offers something different to the traditional key players – but he has also earmarked the new ‘Made of Fusion’ platform as the tool he believes will really enable the brand to plough its own furrow right through the heart of the market. Hinting at the brand’s further expansion, Wheen tells us that Fuze Tea is indeed working on a number of new products. We can assume that an expansion of the brand’s portfolio – which currently consists of Mango Camomile and Peach Hibiscus – may not be too far off. based on Nielsen RMS data for the Soft Drinks category for the MAT period ending 18.05.2019 for the Great Britain total retail market.
Wheen believes so, pointing to the beverage’s unique fusion proposition as what sets it apart: “One of the reasons for Fuze Tea’s success has been the fact that we’ve been challenging the category which has been dominated by mono-flavoured teas, such as Lipton and Nestea.Launching across the UK on Monday (8 October), the campaign will run for three weeks across out-of-home, TV and digital and is the second marketing push for the drink since its launch in January. The drink, which will launch simultaneously across Western Europe and Central and Eastern Europe, is already established in 40 markets.
The campaign is a result of a poll conducted by the brand that found four in 10 (44%) adults feel they rarely get any time alone and and when they do it lasts just 55 minutes –the least amount of time in Europe. It is now being launched across Western, Central and Eastern Europe this month as part of Coca-Cola’s strategy to offer consumers more choice. Coca-Cola European Partners has announced the launch of the globally successful, premium iced tea brand Fuze Tea in GB – a fusion of the flavours of fruits, botanicals and tea, with two low sugar variants.Having recently launched a new, global marketing platform, ‘Made of Fusion’, Marketing Beat sat down with Coke’s senior director of brand strategy for tea, George Wheen, to discuss Fuze Tea’s long-term ambitions within the category. Over the course of its 136-year history, Coca-Cola has achieved near-total domination of the global soft drinks market, barring the odd hermit state of the likes of Cuba and North Korea. However, Fuze Tea has now gained a 14% market share on the continent, and continues to outstrip its competitors on the global scene. Could this then signal the beginnings of a shift in the traditional status quo? With a relatively undeveloped global marketplace in comparison to other soft drink sectors, Coke has pinpointed the iced tea category as a targeted area for rapid growth, which Wheen himself has already witnessed in his 15 years with the firm.
- Fruugo ID: 258392218-563234582
- EAN: 764486781913
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