Six personalities show their "fusion story" for Fusetea
In the new online video campaign of the iced tea brand Fusetea, six Swiss personalities show their "fusion story" - in line with the brand claim "Forget either or - find your own fusion". The campaign aims to encourage millenials to go their own way and not be pigeonholed.
The protagonists - ice hockey player Eric Blum, biathlete Selina Gasparin, swinger Harald Cropt, musician Priya Ragu, rapper Marash Pulaj and drag queen Ennia Face - show the fusion of usually conflicting topics: Reconciling career and family, the identification issue of dual citizens, or reconciling two careers.
"The campaign aims to inspire Millennials to be brave, not to be pigeonholed and to live their own 'fusion'," says Matthias Schneider, Head of Corporate Communications at Coca-Cola Switzerland. Fusetea addresses those areas of tension that Millennials are most concerned with, according to its own research: the decision between career or family, the choice between a permanent job or self-employment. The more than 47 percent of Millennials with foreign roots are particularly concerned with the question of identification and belonging. The campaign was designed and implemented in collaboration with the agency Oppenheim & Partner.
