Coca-Cola launches new brand - partners with MKR

Lindsay Bennett
By Lindsay Bennett | 8 February 2016
Coca-Cola Fuze Tea

Coca-Cola South Pacific has today announced the launch of ice tea brand Fuze Tea in Australia, supported by a multimillion-dollar marketing push including a strategic partnership with Channel Seven’s My Kitchen Rules.

The brand aims to deliver an “aspirational ice tea” offering to consumers and position the tea as a premium alternative in the category.

Through a diverse range of flavours, Fuze Tea is promoting ‘surprising fusions that are deliciously good’ in a bed to shake up the category and stand out against established brands such as Lipton Ice Tea.

The brand partners with popular program My Kitchen Rules, Fuze Tea will have full integration across the show’s platforms. This includes extensive product placement, including Fuze Tea being offered to contestants as a ‘welcome drink’ when they host their instant restaurants.

Fuze Tea brand manager, Emma Harper, says: “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.”

Fuze Tea will primarily target the adult social occasion with a focus on capturing the attention of women in the 18-49 age bracket.

The launch of Fuze Tea is backed by a multichannel marketing strategy. In the coming months, the brand will launch a series of high-impact marketing initiatives including a TV ad, out-of-home, PR and digital activity.

In 2012 Nestle and Coca-Cola announced dissolution of a long-standing distribution agreement when it became apparent the brands were to become rivals in the tea segment.

The move by Coca-Cola follows a wider marketing push that saw an overhaul of the brand's global strategy.

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