Coca Cola and USP Partners launch Fusetea with the largest Coca-Cola campaign since 2007

It is Coca-Cola Switzerland's biggest campaign since the launch of Coca-Cola Zero anno 2007: Fusetea, a unique and invigorating fusion of tea and fruit flavors with a hint of herbs, available in three different flavors, was to be introduced to the Swiss market with a bang. As part of the launch campaign, Coca-Cola Switzerland wanted to use trials to convince consumers of the surprising taste while immersing them in the world of the new Fusetea brand, in addition to quickly building awareness, according to a media release.

First convince your own workforce

Before informing the general public about the Fusetea novelty, Coca-Cola Switzerland first wanted to treat its own employees to a very personal moment of pleasure and convince them of the taste experience of the three Fusetea novelties. USP promoters toured Switzerland and visited the headquarters and other Coca-Cola Switzerland locations as part of an office sampling to give each employee a personal Fusetea sample.

For the big sales kick-off meeting earlier this year, USP also developed a Fusetea experience with tasting and relaxation booths to get sales teams in the mood for Fusetea as ambassadors for the company.

National rollout with test drinking

"In order to reach as many people as possible, quickly build up awareness, and generate trials, we started with mass samplings at the 13 largest and most frequented train stations throughout Switzerland," explains Dominik Nyffenegger, CEO and overall responsible for the concept at USP. "In a second step, experience promotions with live tastings and samplings followed in various shopping centers in Switzerland, in order to be able to communicate even more about the new brand in addition to the product," Dominik Nyffenegger continues. That's why USP designed an impressive world of experience, intended to provide a relaxed counterpoint to the fast-paced world. During the tasting, consumers were informed by trained USP promoters about the selected ingredients on the one hand and the careful production of Fusetea on the other.

In total, USP was able to generate over 650,000 trials for Fusetea with the various personnel-supported measures and also support the building of brand awareness and penetration of the brand image with a well thought-out branding and visibility concept.

USP Partner was responsible for the entire conception of all activities as well as for the planning and complete implementation of the various measures.

Responsible at Coca-Cola Switzerland: Elisabeth Beerli (Marketing). Responsible at USP: Dominik Nyffenegger (concept, overall responsibility), Nicole Kälin (project management), Simona Todesco (project assistance).