Coca-Cola rolls out 'Made of Fusion' End-to-End platform for Fuzetea

David Murphy

Fuzetea – the ready-to-drink (RTD) Tea from Coca-Cola – is launching a global campaign based on the concept of contrasting fusions, building on the insight that the most unique and perfect things in the world, including humans, are not made of one singular thing, but a unique fusion of contrasts.

Coca-Cola said that Fuzetea’s ‘Made of Fusion’ platform, the first ever Global Creative E2E (End-to-End) campaign for the brand, rests on an exciting truth about life, that every celebratory moment as well as the most emotional experiences in our lives, are actually a perfect blend of the good, the bad and the surprising, mirroring the Fuzetea product. The creative team at McCann, working with Coca-Cola and award-winning Egyptian director Ali Ali as well as world-famous photographer Ignacio Ricci, and a team across different continents has produced a campaign that brings to life the fusion of contrasts.

Made of Fusion will include several campaigns under its platform that will take consumers on a journey of exploration. The initial launch in many European markets will be an awareness piece, delivered across multiple channels, including TV, online videos, social media, OOH advertising and influencers.

In the second and third year of the campaign, the Fuzetea Made of Fusion platform will look to optimise its approach based on the launch and continue to activate the Modern Explorer communities in new and engaging ways. The Made of Fusion platform creative and roll out will be delivered by agencies working for IPG, including McCann, MRM, UM. Momentum, Octagon, ITB and Weber Shandwick.

“We want to celebrate the intricacies and complexities of what makes us human, which perfectly mirrors of the complexities and fusion of ingredients within our product,” said George Wheen, Senior Director, Brand Strategy, Tea. Fuzetea has as many exciting contrasts in its ingredients as the people that drink it and the world they live in. Unlike other ready-to-drink teas, Fuzetea is all about the fusion of its three unique ingredients – tea, fruit taste and herb notes – that celebrate the concept of fusion and what that concept brings to the world.”

“At Coca-Cola we are now developing End-to-End platforms that provide consumers and shoppers rich experiences with our brands and products. These platforms will be multi-year and will be global in their nature and we believe this is the right approach for Fuzetea.”