With multiple product extensions added to the Fuze trademark in recent years, Fuze was in need of an ownable positioning and brand story that would unify the brand and add clarity to what Fuze is. Lambesis repositioned Fuze, placing emphasis on the brand’s exciting flavors and bold character, and centering communications around its tea products to bring clarity to the Fuze message out in the marketplace. The Flavor Charged Iced Tea campaign has been an incredible success, driving brand awareness and trial via a dynamic and electric multi-media communications approach.

TV & Film

It’s T-Time, Fools! Bold flavor comes alive in the Fuze Iced Tea “Butterflyz” film, featuring the one and only Mr. T as a flavor charged butterfly delivering the delicious news of Fuze Iced Tea.


A responsive, mobile focused experience is the highlight of the Fuze website. Flavor charged videos, the latest online content and a comprehensive product locator feature round out the Fuze website. The flavor charged message carried over to high energy, fast paced web banners that drive users to Fuze social experiences.

Out of Home

Iconic outdoor, bus shelters and digital out-of-home in strategic markets across the US feature the electric, refreshing and mouthwateringly delicious images from the Flavor Charged Iced Tea campaign.