The multi-million dollar campaign will launch the brand’s 2016 strategy to ‘bring the fun’, designed to leverage a market growth opportunity and encourage product trial.
Targeted towards teenagers and mothers, the intiative will roll out across TV, cinema, online,and mobile channels, with radio partnerships with 2Day FM and Pandora, and outdoor advertising also posited to take place.
“The ‘Be More Fanta’ campaign is at the forefront of our strategy to bring more play into the world,” said Ramona Spiteri, brand manager, Fanta.
“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,” she continued.
The campaign will be heroed by brand new ‘Play Packs’, a range of 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 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.
‘Be More Fanta’ 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.