Fanta refreshes brand after eight years, launches new range with liquid jelly
Coco-Cola South Pacific’s Fanta has introduced a new drink range featuring jelly and sour flavours, as part of the brand’s first global refresh in eight years.
The new product range is part of Fanta’s goal to change the soft drink category
The first flavours of the range, Jelly Fizz and Sour Tingle are part of a move to attract young consumers through new tastes, textures and smells – with Jelly Fizz containing liquid jelly pieces which are released after shaking the Fanta can 10 times.
The new product range, which features a new logo and packaging, is supported by a social-driven campaign created by Ogilvy & Mather aiming to attract to Australian teenagers through its ‘fun’ new look.
Fanta’s ‘Sour Tingle’ is one of the first of the new product range
Josh Gonski, brand manager at Fanta said the brand’s consumers “crave novelty and new interactive experiences”.
“While disruptive innovation and fun has always been at the core of the Fanta brand, these new products are completely different to other drinks on the market,” Gonski said in a statement.
“The new sensory flavours will enable teens to treat their senses to a completely new type of soft drink experience and these products will drive further engagement with the category.”
The new campaign will also aim to engage young Australians through content creation via Snapchat, Facebook and Youtube.
“Teens know Fanta better than anyone so we wanted to shake things up and put teens at the heart of the campaign. By handing the brand over to them, we will encourage them to express themselves, have fun with their friends and create a campaign they would really want to engage with,” he said.
The campaign will run across out of home, in store advertising, social, digital, mobile, PR, influencer engagement and activations.
Credits:
- Media- UM
- Creative- Ogilvy & Mather
- Experiential- Maverick
- Influencers- One Green Bean
- Shopper- The Station Agency
- Social- The Social Centre
I have been shaking my Fanta cans up for years and leaving them in the fridge for the next punter!
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This looks great. On brand for Fanta. Innovative. Bet it goes gang busters.
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“While disruptive innovation and fun has always been at the core of the Fanta brand”
Gawd…. its a fizzy drink! (Full of sugar).
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Wasn’t Fanta invented because the Nazis could no longer import Coke syrup thanks to war time restrictions? Quality refresh of a classic brand.
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