The Brief
Make Fanta relevant to 18-year-olds.
Challenge
Fanta has always been perceived as a kid’s brand. Once kids become teens, they grow out of Fanta quickly. Out of sight, and out of mind. We want to reposition Fanta as the sparkling soda brand forteens.But first, we have to get them to notice us in a big way.
Create a headline-breaking Fanta brand act that shows how our brand and product can play a role in popular culture that appeals to teens.
Key Takeaway
Conveying our brand’s point of view in the brand act is integral. How do we do it in a way that intersects with pop culture?
Solution?
By embracing Fantas crazy and borderless identity, we generate traffic & attention by going all in trying to save a weird little primate from Madagascar that is going extinct.
Fanta going off the rails to manifest support for this cute little fellow to save it creates buzz, interactions, and builds a heartwarming story for Fanta as a brand.
If enough people buy Fanta, together we can save the Aye-Aye.
EXECUTION
Video
Proposed platforms
TikTok (cut up versions), Youtube, Linear, Pluto, SuperBowl, and similiar media.
Manner
Video editing, special effects, sound-design.
Thought process?
By embracing Fantas crazy and borderless identity, we generate traffic & attention by going all in trying to save a weird little primate from Madagascar that is going extinct.
Fanta going off the rails to manifest support for this cute little fellow to save it creates buzz, interactions, and builds a heartwarming story for Fanta as a brand.
If enough people buy Fanta, together we can save the Aye-Aye.
Printed advertising
Proposed locations
Metro, other means of transportation, outdoors in the city, other locations for printed advertisement.
Manner
Image-editing, design, brand-strategy.
Thought process?
Since we wanted to focus on online buzz & SoMe, the printed ads are kind of directed to people who are aware of the campaign in order to make it feel more like a movement. I believe that a "the ones who know, know"-mentality is an incredibly strong weapon in advertising since it creates a feel of exclusivity and importance, which makes me convinced is incredibly efficient in creating engagement.
More printed advertising
//
