FUZE Iced Tea's Winter Olympics Campaign: Key Findings
The Winter Olympics close today, and FUZE Iced Tea has kept its presence steady as Canadians follow every goal attempt and every medal ceremony.
"It’s The Flavour For Every Fan" centers on the people watching the global competition.
The creative shows an iced tea lover handing out cans to fellow supporters as they react in real time to Team Canada competing in Milano Cortina 2026.
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Coca-Cola Canada Director of Marketing Matthew Ross told DesignRush that "It’s The Flavour For Every Fan" brings the brand into the heart of Olympic action.
"It utilizes a variety of channels to connect with Canadians for every run, pass, and cheer, keeping the flavour they love top-of-mind for any unique fan moment," he shared.
"The campaign is a continuation of the brand’s launch story, moving beyond the screen to tell a deeply relatable story about how Canadians really experience the Games."
The multi-platform campaign runs across linear TV, digital video, and connected TV throughout the 2026 Winter Olympics.
Olympic Coverage and Real-Time Fandom
FUZE Iced Tea appears throughout CBC’s Olympic programming, surfacing during key competition moments as fans tune in across the country.
The Coca-Cola brand becomes part of the viewing rhythm, with social channels extending this presence.
Facebook, Instagram, and TikTok content follows the same energy seen on screen, tapping into actual reactions as Canadians gather to watch.
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The tone mirrors how people actually talk during the Games, quick updates, shared highlights, group chats lighting up when something big happens.
The campaign was created through WPP Open X, led by VML Canada, while Scouts Honour handled production under director Mark Zibert.
Media buying was managed by EssenceMediacom, public relations by Weber Shandwick, and shopper marketing by SALT Agency.
Retail Presence and Local Production
Point-of-sale displays draw on the same visual identity seen during coverage, keeping the look consistent across screens and shelves.
Fans who watched at home encounter the same cues when picking up a case for their next viewing session.
"From the die-hard fan setting a 4 a.m. alarm to the casual viewer catching highlights between meetings, the creative positions FUZE as the perfect companion for every one of these unique moments," Ross added.
And these details land differently during a global competition where national pride runs high.
Here are several practical decisions that made the 360-degree campaign effective:
- Stay visible during emotional peaks. Moments of tension and celebration hold attention longer than scheduled ad breaks.
- Keep creative cohesive. Recognition builds when visuals repeat across broadcast, social, and retail.
- Reinforce local credentials. Production within Canada strengthens the national framing of the campaign.
As the closing ceremony approaches, the brand remains tied to the shared act of watching, and the association with those late-night cheers lingers.
Our Take: Does Finale Timing Add Weight?
The final stretch of Milano Cortina 2026 concentrates attention on the Games once again.
Viewership remains high, conversations intensify, and households gather for one more night of competition.
I think that brands that stay present during this window tie themselves to the emotional peak of the event, and this is where timing comes in.
The way that FUZE Iced Tea’s focus on fans keeps the brand aligned with the habit of watching is also what makes it more memorable. It was present throughout the Games.
When the torch is extinguished, I believe it's the drink that accompanied them that stays part of the experience, resulting to repeat purchases and increased brand affinity.
In other news, Toyota debuted its all-new 2026 RAV4 at the Winter Olympics opening ceremony with a regional film featuring Olympic gold medalist Jonny Moseley and teen skier Beau Rohlen.
Beverage brands planning large-scale cultural moments often collaborate with agencies experienced in 360-degree rollouts. Explore these top marketing agencies in our directory.
