Coca-Cola is mixing unorthodox flavours for an LTO inspired the viral consumer trend of steeping tea bags in Sprite.
Regular and zero-sugar varieties of Sprite + Tea recently hit shelves across the United States and Canada and will remain in market through October.
A shopper marketing program for the launch is being supported by multiple agencies. Momentum and WPP Open X supported creation of visual assets and market adaptation while Harding Display and Tag led production of structural element and creative execution of in-store displays.
“We’re always listening to our consumers, but this particular phenomenon motivated us to explore how we could offer our own refreshing take on tea,” said Kate Schaufelberger, brand director for Sprite North America. “Sprite fans love variety, not just in flavour but in the ways we bring refreshment to life through unique multisensorial experiences that stay true to the essence of the brand.”
The launch comes to life in-store, with retail elements designed to catch attention and enhance the overall experience.
Coca‑Cola North America’s R&D team completed several rounds of consumer testing to fine-tune the formula for the concept that started out as an intern research project.
“While the tea bag and Sprite trend initially gained traction in the U.S., likely due to the classic sweet tea being a fan favourite, the curiosity around bold flavour pairings has proven just as strong for Canadians as well,” explains Jacques Blanchet, director of integrated marketing for Coca-Cola Canada.
Blanchet tells strategy that Canada has seen a 9% increase in fusion-drink launches year-over-year, with nearly one in three Gen Z and millennial consumers actively seeking out unique flavour combinations.
“Sprite + Tea taps directly into this trend,” he says.
Packaging for the LTO fuses the Sprite logo and signature green with gold and amber accents, dynamic splash graphics and a youthful font atypical of ready-to-drink tea brands.
The launch of Sprite + Tea is supported by a combined shopper and PR strategy designed to drive both visibility and credibility across Canada.
“In-store signage, display support and tailored e-commerce content highlight our refreshing take on tea across physical and digital retail,” Blanchet says. “At the same time, earned media efforts have generated buzz and built excitement around the launch. Together, these tactics work to capture attention and encourage trial throughout the full path to purchase.”
In Canada, Sprite + Tea bottles and cans are made, merchandised, distributed and sold in partnership with Coke Canada Bottling.
The Canadian launch includes bilingual packaging with creative and communications that reflect Canada’s cultural and linguistic nuances. The products will be widely available across major retailers nationwide.
While the campaign creative was developed centrally, regional teams in Canada are activating local shopper-specific programs designed to connect with what matters most with Canadian consumers during the summer months.
Weber Shandwick is supporting communications for the product launch.
Blanchet tells strategy that the Coca-Cola Company has a growing investment in LTOs driven by flavour innovations and that Sprite + Tea is one of the brand’s “most significant seasonal launches.”
