Mr. T brought in to revive sagging Fuze sales
Fuze iced tea is hoping an 80's movie star will help revive lackluster sales. Mr. T, star of "The A-Team" series and "Rocky III", will feature prominently in a series of short videos with a fun, light tone. The brand, owned by Coca-Cola, is concentrating on digital media preferred by millennial consumers, with videos running on digital platforms such as YouTube, Spotify and Xbox. The campaign will also include a variety of social content, out-of-home ads and sampling. According to market research by IRI, sales of Fuze iced tea were $125 million last year, down by 18% compared to the previous period. The company spent $10 million in 2013 and 2014 on traditional media, much less than Coca-Cola's other iced tea brand Gold Peak, which spent close to $20 million.