2013: This project was to reposition a beverage and advertise it to a set target group.
Creative Objective:
To persuade consumers in the new potential target market that the rejuvenated Fanta brand is the only brand to satisfy and fully embrace their needs – whatever they may be.
Brand Positioning:
To extroverted, social, party-going consumers who worry about finding a truly compatible beverage that works in perfect harmony with not only their lifestyle, but their alcoholic beverage, Fanta is the choice that provides a superior taste, while making the consumer feel confident, inspired and original for that night out on the town.
Creative Platform:
The theme of the campaign is a versatile world for versatile people. By associating Fanta with nightlife and a social atmosphere, “a fantasy type environment” will be created where Fanta is consumed and Fanta drinkers will be brought into this fantasy world at the first sip.
The theme of the campaign is a versatile world for versatile people. By associating Fanta with nightlife and a social atmosphere, “a fantasy type environment” will be created where Fanta is consumed and Fanta drinkers will be brought into this fantasy world at the first sip.
IMC:
The new Fanta brand and image will be closely associated and partnered with brands such as Ticketmaster and Smirnoff vodka as a means to promote and present Fanta as a fresh, relevant and VERSATILE brand – “capable of making ANY night – a BETTER night”, at such events such as concerts and social gathering spots such as bars and/or nightclubs.
The overall plan was to create a new look for Fanta and associate the brand with people who enjoy music and nightlife.
