When Coca-Cola launched the ice tea Fuze Tea in Denmark, Essencius was lead bureau on the activation. The brand was completely unknown to the Danes. The launch should both create awareness and preference for Fuze Tea in a market where the established ice tea-brands were highly positioned. In addition, the launch should enable Fuze Tea’s European Communication Platform, focusing on ‘me time’ and the small break in the everyday life.
The launch of Fuze Tea was the largest in the ice tea category for over 10 years. We developed a special ‘kaleidoscope universe’ central to the launch. This brought consumers close to the product and gave an impression of the unique fusion of ingredients. At the same time the kaleidoscope universe connected ‘me time’ with Fuze Tea by creating space for a quiet, personal, reflective moment. With the kaleidoscope universe, we merged aesthetics and visual storytelling in a classic product launch. The campaign was carried by different media. We used social media and PR, influencer events and event-based sampling to consumers.
Among the main elements of the launch was a special vending machine. Passers-by got a free Fuze Tea if they took a small break in the middle of the rush hour. We filmed the event and posted the movie on social media. To create further hype, we organized an influencer event with the most well-known Danish bloggers, Instagrammers and YouTubers.
The launch of Fuze Tea in Denmark exceeded all expectations among both consumers and the media.
Especially on blogs and Instagram, Fuze Tea quickly became a media star. It received more than 100 reviews and gained a reach of more than 1 million followers. The film with the special vending machine achieved a reach of more than 800.000 and gained over 2 million impressions. In addition, Fuze Tea was featured in more than 40 media – from professional media and lifestyle media to nationwide media and local media – and overall achieved an earned audience of over 1,7 million.
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