Fanta

 

Challenge

Fanta, Coca-Cola’s second best selling soft drink, targeted at teenagers was losing relevance with its core audience. Positioned as the “fun” brand, teens did not resonate with this sentiment. Brands that were positioned as more “serious” were favoured and perceived to be more fun than Fanta. This meant that Fanta’s intent to be the fun catalyst no longer worked. Fanta had to re-establish itself as the relevant brand amongst teens and continue to grow their sales targets.

 

Context Revelation

The core audience (teens) loved the product but not the brand. There was a brand disconnect between how the brand represented them versus how they perceived themselves. Fanta saw teens as “kids”, in contrast, teens saw themselves as young humans with a sense of responsibility, coming into their own, who did not even need parental supervision (even how parents perceived them was not alignment to their self-concept)

Fanta’s long-standing animated advertising further entrenched this disconnect as it was “playful” rather than “fun”. Fanta was functional in its decision, but empirical data showed that teens made emotional decisions.

 

Creative Context

The insight that became the launchpad for the creative execution was that teens wanted to be treated as adults. Creatively what this meant was that Fanta had to see the world through the teens’ eyes, i.e.: see them as creative, smart, intelligent and meaningful contributors in this world. 

#FunRules was the big idea. The big idea sought to close the gap between being too old to be a child, but too young to be an adult, which creates tension between teens and adults (in the real world). 

The campaign sought to demonstrate that teens are smart, intelligent and their type of fun is progressive.

 

 

Client:

Fanta

Date: