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FUZETEA – nowy etap w strategii biznesowej firmy Coca-Cola

Kampanie i Promocje

FUZETEA – nowy etap w strategii biznesowej firmy Coca-Cola

Piątek, 02 lutego 2018
FUZETEA to najnowszy napój herbaciany firm Systemu Coca-Cola w Polsce, wpisujący się w długoterminową strategię firmy Total Beverage Company, opartą m.in. na wychodzeniu naprzeciw zmieniającym się oczekiwaniom konsumentów.
W styczniu 2018 roku na polski rynek weszła nowa marka – FUZETEA, należąca do portfela firmy Coca-Cola. Marka odniosła już sukces na 52 rynkach i jest liderem w wielu krajach, np. w Brazylii, Ekwadorze, czy Izraelu. FUZETEA to produkt w pełni opracowany na podstawie zasad długoterminowej strategii biznesowej The Coca-Cola Company: Total Beverage Company. Zgodnie z jej ideą firma chce zapewnić ludziom na całym świecie napoje, które odpowiadają na potrzeby wynikające z bieżących trendów żywieniowych i zdrowotnych. Obecnie konsumenci są coraz bardziej świadomi podejmowanych przez nich decyzji, coraz większą wagę przywiązują do swojego stylu życia, zbilansowanej diety, a co za tym idzie do spożycia cukru. Chcą jeszcze większego wyboru produktów, oczekują wielu możliwości – napój herbaciany FUZETEA to odpowiedź na ich potrzeby. FUZETA zawiera naturalne aromaty, ekstrakt z herbaty pochodzącej ze zrównoważonych upraw oraz naturalny ekstrakt ze stewii, dzięki któremu napój jest niskokaloryczny.

The Coca-Cola Company opracowuje nowe, zaskakujące połączenia smaków, będąc na bieżąco z szybko zmieniającymi się upodobaniami konsumentów. Wraz z rosnącym zapotrzebowaniem na bardziej zróżnicowane marki, dostosowuje swoje produkty tak, by spełniały ich oczekiwania – szczególnie w zakresie wprowadzania nowych wartości odżywczych, a także zmieniającej się sieci sprzedaży. Ponadto firma jest w pełni zaangażowana w pomaganie konsumentom w lepszym kontrolowaniu ilości cukru zawartego w produkowanych napojach – bez rezygnowania z doznań, które znają i kochają. Przykładem takiego produktu jest FUZETEA.

Przez ostatnie 130 lat The Coca-Cola Company stała się największa firmą napojową, posiadająca ponad 500 marek, 3900 produktów, zatrudniająca 700 000 pracowników w ponad 200 państwach na całym świecie. Nasza flagowa marka Coca-Cola jest jedną z najbardziej ikonicznych i najdroższych marek na świecie. Jednak nasza firma to dużo więcej niż Coca-Cola. Od kilku lat nasz biznes przechodzi prawdziwą transformacje. Wsłuchujemy jeszcze bardziej w głosy naszych konsumentów, starając się na bieżąco na nie odpowiadać. Rozwijamy nasze portfolio, aby oferować szeroki wachlarz napojów najlepiej dopasowanych do różnych potrzeb i okazji. Chcemy stać się Total Beverage Company, dostarczajacą na rynki całego świata nowoczesne i innowacyjne produkty. FUZETEA jest tego doskonałym przykładem. To marka, która jest zupełnie nową propozycją w kategorii napojów herbacianych, wykraczajacą poza dotychczas obecne na rynku warianty smakowe. Wierzymy, że polscy konsumenci, którzy coraz częściej oczekują nowości od producentów, odpowiedzą na nią pozytywnie – wyjaśnia Stoyan Ivanov, Dyrektor Generalny Coca-Cola Poland Services.

FUZETEA to niezwykle smaczny napój herbaciany, będący fuzją smaków herbaty, owoców, ziół i kwiatów. Jest dostępny w pięciu kompozycjach, m.in: fuzja smaków czarnej herbaty, brzoskwini, z nutką hibiskusa, fuzja smaków czarnej herbaty, cytryny, z nutką trawy cytrynowej, a także zielonej herbaty, mango, z dodatkiem rumianku. Co ważne, herbata używana do produkcji ekstraktu w napojach FUZETEA pochodzi wyłącznie ze zrównoważonych upraw – z plantacji, które korzystają z zasobów środowiska w odpowiedzialny sposób oraz wspierają rozwój lokalnych społeczności.

W lutym rusza szeroko zakrojona kampania mediowa promująca markę FUZETEA z 30 sekundową kopią telewizyjną, kampanią w digitalu, kampanią billboardową w 40 miastach i działaniami influencerskimi, w które zaangażowani są Barbara Kurdej-Szatan, aktorka, Anna Skura, blogerka i podróżniczka znana jako What Anna Wears, Gabriela Drzewiecka, dziennikarka, Paula Jagodzińska, autorka bloga Beauty Fashion Shopping, Karolina i Adrian Jędrzejczyk, twórcy bloga parentingowego Szafeczka, Osi Ugonoh, modelka, Michał Będźmirowski, bloger parentingowo-lifestyle’owy znany jako Modny Tata oraz Jacek Gadzinowski, youtuber znany pod pseudonimem Jack Gadovsky.

tagi: Coca-Cola, FUZETEA, strategia biznesowa,


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