Fruity Fun – Integrated Digital Marketing

For the launch of Coca Cola’s “More Fanta, Less Serious” campaign in Dubai, Memac Ogilvy chose to use 3D projection mapping on the buildings of Dubai Mall.

Fanta is an older brand in the Coca Cola stable and the aim is to make it fun for the teenage market in the 190 targeted countries.

Fanta has more than $12 billion in retail sales and is the second-largest sparkling beverage brand for the company outside of the U.S. The sell more than 2 billion unit cases worldwide.

According to Dow Jones News Wires, the push behind Fanta also seeks to capitalize on a consumer shift toward flavored sodas in the U.S. while traditional cola flavors lose ground.

Among the reasons flavored sodas have grown is that consumers tend to perceive them as healthier than colas due to their fruit tastes. Flavored sodas are also popular among some growing demographics, like Hispanics.

Facebook Game

Jonathan Mildenhall, Vice President of Advertising Strategy and Content Excellence said they chose animation over actors as teenagers find them easier to relate to and it “travels well”.  His stated that “Fanta is all about a giggle in a bottle”.

A Facebook game and the commercial below are all part and parcel of the campaign.

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About thedigitalconsultant

Roger Smith is a retired international, digital consultant and former British Council Director of Online Operations within the East Asia region.
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