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Who: Coca-Cola Canada, for its Fuze Iced Tea brand, with WPP Open X led by VML on creative; Essence Mediacom for media; Salt for experiential; Weber Shandwick for PR.

What: “Great Flavour Run,” a campaign intended to introduce the new Coca-Cola brand — and its very familiar iced tea recipe — to the Canadian marketplace.

Where & When: The campaign is anchored by a hero spot running nationally on TV, OLV and social, supported by a large cross-country experiential component.  

Why: The campaign is supporting the launch of the Fuze Iced Tea brand in Canada, which follows Coca-Cola’s decision to no longer produce or bottle iced tea under a third-party trademark—specifically, Nestea, which will now be produced by Keurig Dr Pepper through a new licensing agreement with Nestle.

While Fuze is not a traditional rebrand, it is a new name for an established flavour—and Coca-Cola Canada is hoping to convert customers who love the recipe. 

“We recognize that we have to reassure iced tea fans that the recipe they grew up with is here to stay,” said Jacques Blanchet, Coca Cola’s director of integrated marketing for Canada. 

Coca Cola said Fuze is exactly the same as the iced tea they have been drinking for decades, just with a different name. “We’re confident that it takes just one sip for consumers to know this is the flavour they grew up with,” said Blanchet. 

How: The hero spot features a man who discovers the new Fuze and is so amazed by it, he sets off on a cross-country odyssey to share flavour with everyone. The spot is directed by Mark Zibert, and is soundtracked by “Money City Maniacs,” a song by the Canadian rock band Sloan.

“There’s no greater joy than sharing something you enjoy with the people you love,” said Graham Lang, chief creative officer, WPP OpenX. “When you have a flavour so iconic, you want to shout it from the mountaintops–and that’s where the creative core of the campaign came from.”

While the spot may be anthemic, the real heavy lifting of this campaign is the experiential piece, with the brand’s so-called “Flavour Fleet” travelling coast-to-coast over the next year, distributing two million samples. There’s also “the largest digital sampling campaign in Coca-Cola Canada’s history” via a microsite offering coupons for a free bottle, said Blanchet. 

In February alone, Blanchet said, the fleet “travelled by ice canoe, snowmobile, bike, sea plane and ice kites to surprise Canadians at iconic locations from Peggy’s Cove to Tofino.” The tour will continue through the summer.