Coca-Cola begins Fuze campaign
By Rob Bale
Coca-Cola Canada has begun a campaign to promote the Canadian launch of its Fuze Iced Tea brand. The campaign, called “The Great Flavour Run,” was developed by WPP Open X. The campaign is intended to convey that Fuze is made to the same recipe previously used by the company to produce iced tea under the Nestea brand, a practice which ended at the end of 2024. The video creative depicts a man travelling to various parts of the country, distributing bottles of the beverage to random people. Through the year, an “Iced Tea Flavour Fleet” will conduct a national product sampling program. This will also include a digital sampling campaign. Media work is being handled by Essence Mediacom, with experiential support from Salt and digital work by VML. Public relations are being handled by WeberShandwick.
“At Coca-Cola, we believe in bringing people together for shared moments of joy,and in the power of nostalgia,” said Jacques Blanchet, director of integrated marketing at Coca-Cola Canada. “With the launch of Fuze Iced Tea in Canada we wanted to express the sentimental feelings Canadians have around the iced tea recipe they grew up with and show the excitement we have to share the flavour of Fuze with every Canadian.”