How do you invent a visual language for a unique product launch?
Fuze Tea was launched in the UK with the global positioning of having some ‘me time’. The concept, wildly different in every market, had to be translated for the UK’s time-starved over-worked young professionals always on the looking to #TakeAMoment.
Through social listening, we discovered a whole ‘language of calm’ comprising of particularly popular AV media like repetitive GIFs and ASMR content. Using their design principles, we crafted all social comms around this theme, with every touchpoint of the brand being calming - without losing focus on the product intrinsics.
This obtuse approach to ‘calm’ internet noise paid off, with over +75% positive sentiment and beyond benchmark reach on paid social.
Fuze Tea was awarded Product of the Year 2019 as a launch that perfectly balanced product and positioning, making it one of the most successful launches for Coca-Cola in recent memory.
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