The Brief

5… 4… 3… 2… 1… launching! When Coca-Cola wants to invest in the already challenged iced tea market, they are not afraid to aim for the moon! Knowing that 6 out of 10 French people do not drink iced tea during the year, the question arises: how do we convince consumers to test and choose Fuze Tea as their go-to beverage?

Our Recommendation

The best time for iced tea? It’s your time! With Fuze Tea, Lonsdale created a holistic concept that hinges on the product’s signature “Dare iced tea with an intense taste” and its tagline “Serve yourself a little me-time”, and orchestrated a coherent and simultaneous launch across all distribution channels – retailers and restaurants alike.

But we did not stop there! To promote the brand, Lonsdale did an all-out media activation campaign and developed differentiated customer experiences depending on the touchpoint. The unique system set up at Total is a perfect demonstration of the campaign and its effort (Waze, waypoints for shoppers, experiential route). A great stride in feeding the company’s ambition to become a market leader.