FUZE TEA SET TO ‘CALM THE COMMUTE’ WITH NEW MARKETING CAMPAIGN
- Fuze Tea is embarking on its first ever integrated marketing campaign in GB, following its UK launch earlier this year
- The brand has teamed up with Joanna Lumley to tackle London rush hour with its new ‘Calm the Commute’ campaign
- The campaign is supported by national OOH and sampling activity
Fuze Tea has partnered with Joanna Lumley to launch its new ‘Calm the Commute’ campaign, which will include a series of unexpected moments for Londoners on their journey home over the next few weeks.
The new low-calorie iced tea brand, which helps busy people relax with ingredients including chamomile and hibiscus, is calling on the British public to take some time out of their day to enjoy some much-needed ‘me-time’ on their commute home.
The brand’s first ever integrated marketing campaign was launched by Joanna Lumley, who surprised commuters on Great Western Railway’s busy line from Paddington to Swindon. She encouraged passengers to switch off by treating them to an impromptu book reading.
‘Calm the Commute’ is supported by OOH advertising, as well as VOD, mobile advertising and digital and social content. The OOH will concentrate around commuter hubs, such as major train stations and bus stops.
Experiential sampling will also be taking place across the country throughout the summer to encourage the public to take a little more ‘me-time’ and relax with a Fuze Tea. Sampling will take place at commuter hotspots and at business offices. Recipients will also receive money off coupons for their next Fuze Tea purchase.
The new campaign follows the brand’s research that shows 44% of Brits feel that they rarely get any ‘me-time’, with moments lasting for a maximum of 55 minutes – the least amount of time in Europe.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “We launched Fuze Tea earlier this year in response to growing consumer demand for ready-to-drink iced tea, which has grown by 12% in the past year as busy Brits look to enjoy a refreshing drink on the go.
“Fuze Tea’s new campaign encourages people to switch off on their journey home, following our research that shows four in ten Brits rarely get any ‘me-time’ but when they do, it’s usually on their commute back from work. The brand has lots of exciting things in store for London’s commuters over the next few weeks.”
 Nielsen/CGA total market; MAT to June 2017; Penetration from Kantar Worldpanel MAT Aug; Forecasts from Euromonitor