FUZE Iced Tea and Mr. T Team Up for a Flavor-charged Summer

Brand’s latest digital ad features pop culture icon in his boldest role

This summer, FUZE is putting an end to the “jibber jabber” and launching a campaign designed to introduce people to its line of bold, flavor-charged iced teas. The brand has enlisted celebrated actor and one-time professional wrestler and bodyguard-to-the-stars, Mr. T, to be the new face of FUZE.

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The cornerstone of the campaign is an all-new 30-second spot, “Butterflyz,” starring the venerable pop culture icon in perhaps his most unique role to-date. The ad, which will debut in an extensive digital buy beginning today, also will live on FuzeBev.com.

The spot features a “butterfly” played by the larger-than-life Mr. T, floating above a park bench. With his trademark gold chains and penchant for rhymes, he talks to a woman sipping a bottle of FUZE Iced Tea and reinforces the drink’s bold taste as dozens of look-alike Mr. T butterflies gather around her. The spot concludes with a winged Mr. T bench-pressing a daisy in a humorous nod to his legendary tough persona.

The digital spot, along with a 15-second version, will appear between June and October on media properties such as YouTube, Xbox, MediaBrix and Spotify. In addition to the ad, the fully-integrated campaign includes a variety of social content, out-of-home ads, experiential sampling stops and retail activations throughout the summer.

In social media, fans who tag their photos with #fuzify and #flavorchargedtea will have a little “flavor” added using colorful visual special effects. A Mr. T-themed van will visit select markets and offer fans samples of a variety of FUZE Iced Tea flavors. They also will have a chance to win prizes like Mr. T FUZE T-shirts, temporary tattoos and, of course, FUZE branded “gold” chains.

“This is the first major, integrated campaign supporting the FUZE Iced Tea brand, and we know current and future fans are going to love what Mr. T brings to the table,” said Geoff Henry, Group Director, Tea, Coca-Cola North America. “What better way to communicate that FUZE is a bold, flavor-charged iced tea than to partner with the one and only, Mr. T?”

“You can’t have tea without Mr. T, fool,” said Mr. T, star of The A-Team and Rocky III. “FUZE Iced Tea is just like the butterfly I play in the commercial. Just when you think you know what to expect, boom! Something bold, unique and exciting happens! I pity the fool who doesn’t try it this summer!”

Fans can visit FuzeBev.com throughout the summer to enjoy and interact with fun and original content starring Mr. T, including:

• Place you or your friend in a digital headlock or toast with Mr. T and take your very own “Self-T” against a variety of flavor-charged backgrounds
• Send your friend a “bold” phone call from Mr. T, in which he expresses what he most admires about the person in a fun and light-hearted manner
• Watch weekly videos called “It’s T-Time,” which feature Mr. T providing tips on everything from throwing a flavor-charged tea party to looking “butterfly” and offering general life advice
• Download digital alarm-tone and text-tones such as “Don’t press snooze, grab a FUZE” and “Your phone’s ringing, fool!”

“Our new digital creative, combined with a season filled with marketing activations is designed to communicate – and celebrate – the great taste of bold, flavor-charged FUZE Iced Tea in a light-hearted and highly engaging way. We think people will respond enthusiastically to the campaign and look forward to reaching even greater heights throughout the summer,” said Henry.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero™, vitaminwater®, Powerade®, Minute Maid®, Simply™, Georgia® Dasani, FUZE TEA and Del Valle®. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

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The Coca-Cola CompanyBen Sheidler, [e-mail]