Fanta targets teens and mums in new brand campaign

Coca-Cola South Pacific has launched a new multi-million dollar campaign for Fanta, targeted at teenagers and mums.

The “Be More Fanta” campaign is based around Fanta’s tagline for 2016 “to bring the fun” and will have a large focus on social and online engagement. The integrated campaign will run acorss TV, cinema, online, mobile, radio partnerships with 2Day FM and Pandora, outdoor advertising and influencer activity.

Coca-Cola South pacific said teenagers and mums have been identified as the two key audiences for the “Be More Fanta” campaign, with activity to 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”.

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 campaign was first launched in France and reportedly reached 6.5 million in the first two weeks.

The “Be More Fanta” campaign will be fronted by a strong instore presence, including the development of a full suite of point of sale merchandising to drive product visibility and maximise impact. A multitude of designs will be incorporated across various pack options as part of the campaign in Australia.

Ramona Spiteri, brand manager of Fanta said: “The ‘Be More Fanta’ campaign is at the forefront of our strategy to bring more play into the world. 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. Fanta is the perfect brand to run with this message due to its creative and playful history. It 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.”

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