The new products are designed to awaken Aussies tastebuds through taste, texture, touch and smell.
The launch is part of Fanta’s 2017 goal to shake up the soft drink category and get teens to have fun with the brand.
“What we know about our consumers is that they crave novelty and new interactive experiences. While disruptive innovation and fun has always been at the core of the Fanta brand, these new products are completely different to other drinks on the market,” said Josh Gonski, brand manager of Fanta.
“Teens know Fanta better than anyone so we wanted to shake things up and put teens at the heart of the campaign — by handing the brand over to them, we will encourage them to express themselves, have fun with their friends and create a campaign they would really want to engage with.”
Jelly Fizz is a Fanta soft drink blended with juicy liquid jelly pieces. It is shaken 10 times before opening to release the jelly, which doesn’t explode even after shaking. Sour Tingle comes loaded with extreme sours and tingles.
For the first time in eight years, there will also be a full global update of the brand’s visual identity, highlighted by a bold, vibrant and modern new logo that is displayed across the entire soft drinks range.
The product launch is supported by a multi-million dollar integrated marketing campaign that aims to drive awareness, trial and engagement. It includes disruptive out-of-home and in-store advertising, social, digital, video, mobile, PR, influencer engagement, partnerships, sampling and experiential activations. The campaign puts Aussie teens at the centre of the campaign, encouraging them to create content and then celebrating their extraordinary creativity.
Snapchat, Facebook and YouTube will be utilised heavily to target the youth demographic, and disruptive point of sale will be a key focus through off locations and eye catching shelf solutions down the aisle to bring the sensory products to life.
The new range is available in stores now in 4x200ml packs, with Jelly Fizz coming in Orange and Raspberry flavours and Sour Tingle coming in Berry. Jelly Fizz is also available in 200mL single cans across Australia.