Fanta gets playful as it launches new flavours

Fanta adSoft drinks brand Fanta is attempting to build its brand around the idea of play with a new campaign that invites Australians to ‘mix, name and share’ Fanta flavour combinations.

An animated TV ad launches on Sunday, introducing new flavours grape, mango passionfruit and a limited edition sour watermelon.

The campaign centres on a new app, the Fanta Flavour Lab app, where Aussies are invited to play a range of mixing games, earn Fanta tokens and compete for prizes, including white Samsung Galaxy Tab 2s with Fanta branded cases.

“The Fanta Flavour Lab campaign is all about celebrating self-expression by inspiring Aussies to test out and mix Fanta Flavours together and find their favourite mixes,” said Delia Maloney, Fanta’s marketing manager.

The campaign will be rolled out across out-of-home, digital, social media, cinema and experiential sampling activations in Shopping Centres. Fanta Flavour Lab carts will tour the country along with interactive digital games from the Fanta app.

The app can be accessed on Fanta Australia’s Facebook page and for smartphone through the Apple App or Google Play stores.


Ogilvy, IKON, Urban, DT Digital, Webling and Pulse Communications


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