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  • Fuze Tea is encouraging people to relax this summer with a new mindfulness campaign
  • Includes a prime-time TV advert, ASMR podcast and extensive nationwide sampling

Coca-Cola European Partners (CCEP) is encouraging consumers to relax and enjoy a little me-time this summer with its latest campaign from Fuze Tea, which includes a new TV advert, an ASMR podcast series and sampling, which kicked off with an experiential sampling experience at Waterloo train station.

Fuze Tea is a delicious fusion of fruit, botanicals, and tea extracts and is available in two 400ml PET on-the-go bottle variants – Peach Hibiscus with black tea extracts and Mango Camomile with green tea extracts. Both are low in calories. 87% of Fuze Tea’s shoppers are new to the RTD Tea sector[1], helping to fuel the growth of this segment, which is currently up 44% in value[2].

This summer’s campaign aims to promote mindfulness and mental wellbeing among consumers, after a survey showed 64% of adults neglect relaxation techniques that take longer than 15 minutes[3]. It includes a TV advert that will run during prime time spots throughout June, which emphasises the importance of taking a moment of calm. The brand will also be running a radio and out-of-home advertising campaign as well as executing geo-targeted adverts to direct shoppers to the nearest retailer selling Fuze Tea, helping to drive footfall and sales for customers.

Fuze Tea will also be launching a new ‘Mind Tingles’ podcast to help bring calm to commuters. The show will play sounds intended to produce an Autonomous Sensory Meridian Response, working with leading ASMRtist, Whispers Red. It will feature interviews about the importance of mental health with high-profile celebrities including model Daisy Lowe, rapper and TV personality Professor Green and Radio 1 DJ Clara Amfo.

In addition, 650,000 samples of Fuze Tea will be distributed as part of a 60-day nationwide sampling campaign that kicked off last week at an immersive haven of calm near Waterloo Station. Consumers have been enjoying a brief respite from their hectic lifestyles with samples of Fuze Tea, a colouring-in wall, rice trays producing soothing ASMR sounds, and a selfie-ready floral backdrop behind the Fuze Tea bar.

Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: ““Fuze Tea is becoming more and more popular with consumers, who are looking for a drink that offers them a great tasting moment of relaxation. RTD tea is now the fastest growing soft drinks sector, growing by 44% in value[4], and Fuze Tea is helping to drive this growth by attracting new shoppers. We recommend that retailers get stocked up to take advantage of the enhanced awareness the campaign will drive throughout the summer.”

[1] Kantar Worldpanel 52 W/E 19th May 2019 Take Home Panel

[2] based on Nielsen RMS data for the Soft Drinks category for the MAT period ending 18.05.2019 for the Great Britain total retail market.

[3] Research was conducted by Atomik Research among 2,002 UK Adults aged 18+. The research fieldwork took place between the 10th and the 13th of May 2019. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.

[4] based on Nielsen RMS data for the Soft Drinks category for the MAT period ending 18.05.2019 for the Great Britain total retail market.

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