Fuse Tea Watermelon Regional Launch Tour

For Fuse Tea, we organized a regional launch tour for the new Watermelon flavor across three cities in Uzbekistan — Bukhara, Samarkand, and Namangan. The project combined a product launch with a vibrant festival atmosphere while integrating the identities of Fuse Tea, Fanta, and CCI Next into one cohesive campaign.

Each venue was adapted to a unified visual concept while reflecting the campaign’s creative identity. The event featured branded photo zones, a stage with a large LED screen, interactive activities, and a welcome area with fresh fruit, where watermelon became the central visual symbol of the new flavor. The opening ceremony included a dance performance that blended traditional Uzbek motifs with contemporary choreography. Our team also managed promotional staff, produced branded cakes, and incorporated the visual elements of all participating brands throughout the experience.

EZ Solutions provided complete technical production, event photography and videography, and, following the roadshow, organized an additional content shoot at retail locations together with local distributors.

The regional presentations successfully introduced the new product to the market. By maintaining one consistent concept across three cities, we created a recognizable campaign identity, encouraged audiences to engage with the new flavor, and strengthened the presence of Fuse Tea, Fanta, and CCI Next within a single integrated project.