![]() At that time, Fuze existed as a primary competitor to SoBe’s line of fruit juices owned by Pepsi. In 2007, Coca-Cola bought Fuze and promptly brought the juice brand into their beverage roster. A key question to answer may be what happened in the past two years to help Fuze become one Coca-Cola’s roster of 20 billion dollar brands. Regardless of their geographical footprint (40 markets and growing) or product assortment (30+ Fuze skus between juice, tea, and liquid enhancer flavors), reaching one billion dollars this quickly is surprising. Fuze expanded into teas back in 2012 and surpassed one billion dollars in annual sales just two years later, which may make it one of the fastest brands under Coca-Cola’s stewardship to achieve this milestone. Per Coca-Cola’s n ews release a couple weeks back, the soda giant’s Fuze brand has joined the company’s billion dollar club this year (story here). Fuze surpassed a billion dollar in annual sales in 2014. The brand will reach additional markets in 2015.Coca-Cola’s Fuze tea joins the company’s growing roster of billion dollar brands. In 2014, FUZE TEA launched a ad campaign featuring bold, colorful visuals, plus proprietary packaging. We’re positioning tea in a way consumers have never seen before by delivering a brand experience defined by innovation, not tradition.” “The concept of fusion – marrying a traditional beverage with a modern look and identity – is relevant in today’s globalized world and translates very well to the tea category. FUZE TEA taps into this versatility through its focus on “fusion.” We’ve proven that when you get the product, packaging and positioning right, the system will rally around it.”Īccording to Bhutada, the ready-to-drink tea category sits in the “sweet spot” of the beverage business because it simultaneously delivers on the benefits of refreshment, great taste and natural goodness. “The success of FUZE TEA is a testament to the power of the global Coca-Cola system. “FUZE TEA is perhaps the first Coke brand to be born truly global,” said Samir Bhutada, Coke’s global director of tea and ready-to-drink coffee. Henry said his team is exploring other multi-pack and multi-serve packaging options with a focus on the family meal occasion, as well as new flavors. carafe bottle in the refrigerated section (usually near Simply juices), and in a variety of sizes in the ready-to-drink iced tea aisle. Shoppers can find the brand in a range of packages, including a multi-serve 59-oz. Gold Peak fans can choose from several varieties, including Sweet Tea, Lemonade Tea, Unsweetened Tea, Diet Tea, Raspberry Flavored Tea and Green Tea. “The campaign is connecting with consumers not only because it highlights Gold Peak’s delicious, home-brewed taste… but it also appeals to those who appreciate the comforts of home and spending time with family,” Henry explained. ![]() Last summer, the brand launched its first national campaign featuring TV, outdoor, print, digital and social media advertising. “Gold Peak has one of the best conversion rates in the category, which means once a consumer tries it, they come back and buy it again,” said Geoff Henry, group director, tea portfolio, Coca-Cola North America. In fact, Gold Peak drove nearly 30% of all dollar growth in the U.S. The premium tea brand, which targets drinkers who prefer a home-brewed taste, is one of America’s fastest-growing iced tea brands. debut in 2006 and has posted double-digit growth every year since due to its great taste, distinct packaging and creative marketing. “Through a strong global focus on building locally relevant and innovative brands, our company, together with a network of strong local bottling partners, has worked to successfully double the size of our billion-dollar brand portfolio in less than a decade.” “We are taking definitive steps to capture the enormous growth opportunities available to us in the global nonalcoholic ready-to-drink beverage industry,” said Coca-Cola Chairman and CEO Muhtar Kent. Not far behind, a pipeline of 16 additional brands currently generate annual retail sales between $500 million and $1 billion. Since 2007, the company has added 10 brands to its billion-dollar portfolio across a range of beverage categories. I LOHAS mineral water, sold in Japan, also crossed the milestone mark last year, bumping up Coke’s current billion-dollar portfolio to 20 brands. Two uniquely positioned tea brands the company developed and launched from scratch – Gold Peak and FUZE TEA – both passed $1 billion in annual retail sales in 2014. The Coca-Cola Company’s roster of billion-dollar brands just got a little more refreshing.
0 Comments
Leave a Reply. |