‘Be More Fanta’: new focus for 2016
Fresh from rolling out a global strategy for Coke in the Australian market, Coca-Cola South Pacific has also launched a fresh strategy for Fanta.
Aimed at teens and mums, the new campaign will also utilise streaming music channel, Pandora.
‘Be More Fanta’ is the line at the heart of the new brand campaign, with Coca-Cola South Pacific stating that “activity will focus on inspiring teens to escape their everyday pressures and embrace their playful side.”
“Additionally, mums will be reminded of the value of play for her teenager and inspiring her with ways she can facilitate fun through social activities and treat occasions at home.”
The concept was first developed in France and has been adapted to suit the local market. It will have several million dollars worth of media support, including TV, cinema, mobile, online and radio partnerships with 2DayFM and Pandora.
In the past, Coke has used Spotify as a campaign channel while Fanta first worked with Pandora in 2015 for its Halloween campaign.
Part of the 2016 campaign will include an experiential element with the release of Play Packs, which will have: “spontaneous selfie-inspiring packaging options designed to encourage teens to get creative and post their efforts on their social media channels”.
Ramona Spiteri, brand manager for Fanta, said the brand wanted to stand out from the pack.
“We want to become a driver for the category and encourage youth to escape from the seriousness of life, as well as reminding them of the importance of having spontaneous fun,” said Spiteri.
“(Fanta) also has a proven track record of success, having delivered significant growth since 2009 and is continuing to flourish, something we expect to build on in 2016.”
UM, Ogilvy, Adhesive, Passport, MIX Inc