Fuze Tea Unveils New Brand Campaign in Vietnam

Fuze Tea, supported by Swire Coca-Cola Vietnam, has launched its latest “Phiêu tí vị hài hòa” campaign as part of a major rebranding with new packaging design, brand identity, and integrated marketing campaign.
The tagline – which translates into “A Touch of Harmony” – repositions Fuze Tea in a way that is youthful, approachable, and uplifting. It is an invitation to embrace balance, especially amidst the fast-paced lifestyles of Vietnamese consumers today. 

The above-the-line campaign was accompanied by a comprehensive below-the-line campaign aimed at enhancing in-store availability and increasing consumer awareness of the brand. This included a massive nationwide distribution drive, all-new point-of-sale materials, and store incentives.

First launched in Vietnam in 2016, Fuze Tea offers a refreshing combination of tea and fruit juice in a variety of flavours – all in a convenient, ready-to-drink (RTD) format. To meet consumer demands for unique and localised flavours, Fuze Tea is available in delicious Lemongrass; Peach and Chia Seed; Passionfruit and Chia Seed, and Wintermelon and Monkfruit.

To support the launch, Swire Coca-Cola Vietnam communicated its growth ambitions in Vietnam’s RTD tea category to over 1,500 employees nationwide during the product briefing event. A market impact visit was organised with the participation of Swire Coca-Cola Vietnam CEO, Milly Cheng, and leadership from the Coca-Cola system, to work with retailers on driving execution.