Category:
Integrated Campaign
Client:
The Coca-Cola Company
When Coca-Cola took full control of Fuze Tea and the Nestea name exited Spain, the challenge was clear: keep loyal iced tea drinkers on board during a major brand switch. I led the creative concept and rollout for Fuze Tea Sabor Original, a campaign built around one simple truth: the name changes, the taste you love stays the same.
(CONTEXT)
We launched a full-scale, multi-channel offensive: TV, outdoor, digital, retail, and on-premise activations, all tied together with the line "El sabor de siempre, en la botella de siempre" (“The flavor of always, in the bottle of always”).
(MORE CONTEXT)
The campaign kicked off with a high-energy Madrid launch event hosted by Eva Soriano and backed by more than 360 sales teams across Spain, transforming store shelves, seaside terraces, and point-of-sale spaces into Fuze Tea territory.
(IDEA)
The result: we reassured a nation of tea drinkers, secured continuity of consumption after a brand name change, and positioned Fuze Tea as the rightful heir to Spain’s favorite iced tea.
(ASSET)
(ASSET)
(REACTIONS)