Strawberry Sherbet Fizz will be introduced to market as a 12-month limited-edition drink further bolstering Fanta’s 2016 strategy to ’bring the fun‘. To drive awareness, Fanta has launched a multimillion dollar campaign, led by its flagship orange flavour and supported by Strawberry Sherbet Fizz, which will target teens and mums.
It will seek to engage teens through outdoor advertising, a radio campaign and a targeted social offering on Facebook and Instagram, as well tapping into the audience of YouTube influencer Tyde Levi, who was involved in last year’s ‘#FantaTastesLike’ campaign. A significant investment will also be put into mobile, covering digital banners, shake banners, selfie props and a Fanta Droplet Challenge game. Meanwhile, mums will be targeted with outdoor advertising aligned to path to purchase, radio and mobile advertising, as well as a strong in-store presence.
Fanta Brand Manager Ramona Spiteri says the new flavour will enhance the creative and playful image of the ‘Be More Fanta’ campaign, which is designed to bring more play into the world.
“It also offers Aussies another unique taste sensation to enjoy,” she said.
“Research has verified that Strawberry Sherbet Fizz is perfect for our audience, with strong purchase intent and consumer sentiment among teens and mums. The brand and product range continues to create excitement among consumers and we are working hard to keep the brand evolving to capture the attention of our target consumers.”
Fanta Strawberry Sherbet Fizz is available in 1.25lt bottles, 250ml cans and 8x200ml mini-can packs.