Coca-Cola launches Fuze Tea in Australia
The South Pacific arm of Coca-Cola is introducing the Fuze Tea brand in Australia, supported by a multi-million dollar marketing campaign. The company intends to position the beverage in the premium end of the market with a focus on female consumers in the 18-49 age bracket. The range contains five flavors of black, green and rooibos teas, including Juicy Peach and Zesty Lemon, three of which are low-calorie. The ready-to-drink teas are available in 350ml and 1.25l formats, with Coca-Cola seeking to associate the drinks with fun, social occasions. The launch is supported by a massive marketing campaign, which will include TV and outdoor ads, as well as digital activity.