A Haven for Extreme Athletes (Bath and Spa Promotions)
It was hard work at the Winter X Games 13 competing against the world’s best in snowboarding and other exhilarating (yet exhausting) activities. Recognizing this, Coca-Cola’s line of Fuze juices and teas created the “Fuze Haven” at Aspen, CO. During the competition, athletes and members of the press were invited to stop by for a relaxing escape. Hosted by female champion snowboarder Torah Bright, the haven offered rejuvenating activities like morning yoga, massages, manicures and other spa services.
The brand continued this theme in April when it launched its White Tea beverage with Goji berry. It partnered with the White Tea Spa in New York City to create a press day. Here they offered free spa services and samples of the beverage, as well as logoed robes, eye masks and other spa accessories.
“We’ve built the Fuze brand around one-on-one interaction with our target consumers wherever possible,” says Carli McKinney, director of public relations at Fuze. “Fuze is about relationships with people who live a healthier lifestyle. In that vein, we devote a healthy portion of our marketing budget to Fuze logoed premiums that will really mean something to our loyal fans, and are consistent with our brand and distinct events we support.
“At this year’s Winter X Games, for example, we gave away ultra-plush blankets we knew visitors to our Fuze house at the games would use right away, and talk about when they got home. Fuze is also a major supporter of Susan G. Komen Race for the Cure events, where race participants have really enjoyed receiving our pink ‘hero’ capes.”