Coca-Cola launches Fuze Tea backed by ‘multi-million dollar’ campaign

Fuze first launched in America in 2001 and was acquired by Coca-Cola in 2007. It is sweetened with a mix of stevia and sugar and has about 70% of the kilojoules of Nestea, which Coca-Cola Amatil, the antipodean distributor, has since ceased to manufacture.

Fuze aims to deliver “an aspirational iced tea offering to consumers​” and is being positioned as a premium alternative within the ice tea category. 

The campaign will focus on “surprising fusions that are deliciously good​”, as part of the brand's strategy to shake up the category for new and existing iced tea drinkers.

Fuze Tea includes five different tea types and flavours: Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass and Zesty Lemon, made from a variety of teas including black, green and rooibos. 

Three of the five variants are low kilojoule and are sweetened with stevia.

The brand will primarily target adult social occasions with a focus on capturing the attention of women in the 18-49 age bracket, and its launch is backed by a multi-channel marketing strategy. 

In the coming months, Fuze Tea will run a series of high-impact marketing initiatives including a partnership with Channel 7's My Kitchen Rules, whereby the beverage will feature as a “welcome drink” for contestants.

Emma Harper, brand manager, said Coca-Cola South Pacific had identified a “big opportunity to breathe some new life​” into the ice tea category.

"Watch this space as we continue to evolve Fuze Tea in the coming months​,” she said.