In Malaysia, Coca-Cola is changing the look of its Heaven and Earth series of RTD tea to be more closely aligned with the design of its global brand Fuze tea. Globally, Fuze tea sales reached USD 1 billion in 2014. The Heaven and Earth was launched in Singapore in June 2000 and was introduced in Malaysia in 2012 to fill the company’s missing piece in the RTD tea category.
The new design features the Fuze green and red tea leave logo, while preserving the Heaven and Earth brand name. The new logo can be seen as a move by Coca-Cola to consolidate the design of its RTD tea portfolio for marketing uniformity, while leaving the brand name unchanged as it has become widely known in Malaysia and Singapore.