The campaign will launch Fanta’s 2016 strategy to ‘bring the fun’, designed to leverage a market growth opportunity and encourage product trial, fuelled by novelty and excitement.
Teens and mums have been identified as the two key audiences for the ‘Be More Fanta’ campaign. 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 teens and inspire her with ways she can facilitate fun through social activities and treat occasions at home.
The multimillion dollar fully integrated marketing campaign includes TV, cinema, online, mobile, radio partnerships with 2Day FM and Pandora, outdoor advertising and influencer activity. It will be ‘heroed’ by brand new ‘Play Packs’, a range of fun and spontaneous selfie-inspiring packaging options designed to encourage teens to get creative and post their efforts on their social media channels. The concept ran in France, where it is enjoyed great success, reaching 6.5 million teens in the first two weeks. A multitude of designs will be incorporated across various pack options.
The ‘Be More Fanta’ campaign will be fronted by a strong in-store presence, including the development of a full suite of point-of-sale merchandising to drive product visibility and maximise impact.