OGILVY PARIS TO LEAD GLOBAL CREATIVE WORK FOR FUZE TEA

A new global creative partnership has been announced as Coca-Cola’s ready-to-drink tea brand Fuze Tea appoints a WPP Open X team led by Ogilvy Paris. The collaboration brings together teams from France, Turkey and Spain to shape the brand’s future campaigns and strengthen its global presence in the growing iced-tea market.

In a move that signals renewed creative momentum for one of the world’s fastest-growing ready-to-drink tea brands, Fuze Tea has appointed a global creative partner drawn from the collaborative network of WPP, with leadership from Ogilvy’s Paris office. The partnership reflects a broader strategy by beverage giant The Coca‑Cola Company to strengthen the storytelling and global identity of its popular tea brand.

The appointment brings together a dedicated WPP Open X team, a model designed to integrate talent and capabilities from across the network to deliver cohesive global campaigns. Under the new arrangement, Ogilvy Paris will take the lead in shaping the brand’s creative direction, supported by teams operating from Turkey and Spain. The collaboration aims to develop campaigns that resonate across multiple markets while maintaining a unified brand voice.

For Fuze Tea, the decision arrives at a time when the ready-to-drink tea segment is experiencing strong global growth. As consumers increasingly look for refreshing beverages that balance taste, convenience and perceived natural ingredients, brands in the category have intensified their efforts to stand out through distinctive storytelling and brand positioning.

First launched in select markets by The Coca-Cola Company in the early 2010s, Fuze Tea has steadily expanded its footprint across Europe, Asia and parts of the Middle East. The brand is known for its blend of tea extracts and fruit flavours, often marketed with an emphasis on fusion—bringing together different ingredients, cultures and experiences in a single drink. Over the years, this concept of “fusion” has formed the backbone of its identity, influencing everything from product innovation to advertising campaigns.

The new creative partnership seeks to build on that identity while adapting it to a rapidly evolving media environment. Today’s beverage marketing increasingly spans multiple channels, from traditional advertising to digital storytelling, social media engagement and experiential campaigns. By assembling a cross-market team within the WPP Open X framework, the brand hopes to ensure that ideas travel effectively across borders while still reflecting local cultural nuances.

Industry observers note that global creative partnerships have become increasingly collaborative in recent years. Instead of relying on a single office or market, brands often assemble teams spread across different regions to draw on diverse creative perspectives. The WPP Open X structure was created precisely for such scenarios, bringing together specialists in strategy, creativity, data, and media from across the network under one coordinated leadership team.

Ogilvy Paris, which will lead the partnership, has built a strong reputation for delivering culturally relevant campaigns for international brands. By anchoring the creative leadership in Paris while drawing contributions from Turkey and Spain, the new partnership is expected to blend European creative sensibilities with insights from multiple consumer markets.

For Coca-Cola, whose portfolio ranges from its flagship cola to juices, teas and energy drinks, maintaining distinct identities for each brand has become increasingly important in a crowded global beverage landscape. While the parent company provides scale and distribution power, individual brands like Fuze Tea must cultivate their own narratives to connect with younger and increasingly health-conscious audiences.

Creative partnerships therefore play a critical role in shaping how these narratives unfold. Advertising today is no longer limited to promoting a product’s taste or price. Instead, it often seeks to build emotional connections through lifestyle imagery, sustainability messaging, and cultural relevance. Fuze Tea’s emphasis on fusion and refreshment offers a broad creative canvas for campaigns that highlight travel, nature, or moments of everyday pause.

The newly formed WPP Open X team is expected to begin developing global creative work for the brand soon, with the goal of producing campaigns that can travel across multiple markets while retaining a sense of authenticity. Teams in Paris, Turkey and Spain will collaborate closely to ensure the campaigns reflect both global strategy and local insight.

Within the advertising industry, such appointments often signal the beginning of a long-term creative journey. Successful brand-agency collaborations can shape public perception for years, sometimes producing iconic campaigns that define a generation of marketing.

As the ready-to-drink tea segment continues to expand worldwide, Fuze Tea’s latest move suggests the brand is positioning itself for the next phase of growth. By combining Coca-Cola’s global reach with WPP’s integrated creative capabilities, the partnership aims to deliver campaigns that capture the brand’s spirit of refreshment while appealing to diverse audiences around the world.

For Ogilvy Paris and its partner teams in Turkey and Spain, the challenge—and opportunity—will be to translate the brand’s fusion philosophy into memorable storytelling. If successful, the collaboration could shape the next chapter of Fuze Tea’s global presence, proving once again how creative partnerships remain central to the evolving world of modern brand building.