FUZE Iced Tea Takes Canadians on a ‘Great Flavour Run’ for Canada Launch

2025 may just go down in history as the year Canada’s great 'iced tea war' started brewing.

For the last 30 years, Coca-Cola has owned the recipe for the country’s #1 iced tea. At the end of 2024, the company announced that it is no longer producing or bottling iced tea under third-party owned trademarks, and the iconic taste Canadians have enjoyed for decades will now be produced under the FUZE Iced Tea brand.

Fans panicked, worried that their favourite iced tea would disappear. But they should fear not, Coca-Cola has assured the lemon-loving loyalists that it will be using the exact same recipe that Canadians know and love to produce FUZE Iced Tea – down to the same suppliers and bottling facilities.

To celebrate the arrival of FUZE Iced Tea brand in Canada and give Canadians a chance to experience the taste they know and love, Coca-Cola is taking fans on a cross-country journey in its launch campaign – The Great Flavour Run.

The campaign centres on the concept that when you have an iced tea recipe this good (after all, it’s Canadians’ favourite!), you want everyone to try it. The Great Flavour Run, created by WPP Open X led by VML invites Canadians on one iced tea drinker’s mission to get every Canadian to try new FUZE Iced Tea and see for themselves that the new name packs the same iconic taste they grew up with. The campaign takes viewers on a cinematic journey to the farthest flung corners of the country, meeting Canadians from all walks of life and sharing the great taste of FUZE Iced Tea every step of the way. Helmed by Canadian director Mark Zibert, the film is an ode to Canadian culture and includes the anthemic track Money City Maniacs by Halifax’s own Sloan.

Just like the hero of the campaign video, Coca-Cola is also going to great lengths to deliver Canadians their first sip of FUZE Iced Tea. The FUZE Iced Tea Flavour Fleet will travel coast-to- coast throughout 2025 delivering two million product samples to ensure every Canadian has a chance to experience the same great iced tea taste.

To deliver a first sip to every Canadian, the largest digital sampling campaign in Coca-Cola Canada’s history will take the digital consumer experience to new heights.

One Sip and You'll Know it's the Flavour

“At Coca-Cola, we believe in bringing people together for shared moments of joy, and in the power of nostalgia. With the launch of FUZE Iced Tea in Canada we wanted to express the sentimental feelings Canadians have around the iced tea recipe they grew up with and show the excitement we have to share the flavour of FUZE with every Canadian,” said Jacques Blanchet, director of integrated marketing for Coca-Cola Canada.

“There’s no greater joy than sharing something you enjoy with the people you love – and that’s the spirit of the campaign for FUZE we wanted to bring to life. 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. No distance is too far, no location is too remote to go to share that first sip of FUZE Iced Tea. One sip and you’ll know – it's the flavour,” said Graham Lang, chief creative officer, WPP Open X.