Coca-Cola owned ready-to-drink beverage, Fuzetea, has announced that it is kicking off a global brand campaign with the creation of a global creative platform set to be rolled out over the next three top five years across various touch-points around the world.
Called ‘Made of Fusion’ the platform will go live across 87 markets globally and will be pushed out onto all viable platforms, with a focus on digital media.
Fuzetea which grew by 20% last year will look to capitalise on its strong development with the launch of the new brand platform through which it will hope to tap into the growing global enthusiasm for tea as a soft drink, with the ready-to-drink tea market expanding by 5% last year.
The campaign’s creative was developed by a range of agencies working under the IPG umbrella, including McCann and Momentum.
The campaign will be launched in April next year across most European markets, spearheaded by an initial “awareness piece” to be rolled out across TV, online video, social media, out-of-home and influencer media.
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“At Coca-Cola we are now developing End to End platforms that provide consumers and shoppers rich experiences with our brands and products,” Coca-Cola director brand strategy tea, George Wheen said.
“These platforms will be multi-year and will be global in their nature and we believe this is the right approach for Fuzetea.”
“As Fuzetea continues to grow, The Made of Fusion platform has many elements that we can build on for years to come, one that will engage consumers and shoppers in a coherent and consistent way.”
McCann executive VP global strategy director, Oriol Bombi said: “The most exciting things in life are actually made of a blend of diverse, even opposite things coming together.
“Staying true to the “Made of Fusion” platform that brings together and fuses different and contrasting elements, we produced our campaign through an exciting fusion of contrasts, where creatives, production teams and clients from the most diverse countries and cultures joined in.”
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