Fanta Unveils New Thematic Campaign

In furtherance of its determination to consistently connect to its consumers, Fanta, a premium fruit-flavoured carbonated soft drink produced by The Coca-Cola Company has unveiled a new thematic campaign.

The new campaign tagged“Play. It’s natural”was developed off the global Fanta Play platform.

Speaking on the rationale behind the new thematic campaign at the launch event, Mrs. Bolajoko Bayo-Ajayi, Strategic Marketing Manager, Flavours, said Fanta consumers believe in having fun and taking life easy.

“When we talk of ‘Play’, we do not mean it in its loose or natural sense, but rather, “Play” as an intrinsic part of everything you do.

Bolajoko stressed that the brand’s core target has a playful, exuberant and frivolous attitude to life which always keeps them on the go.

“One of the many great things about this campaign is that it appeals not only to our core target, but also to the entire family. The campaign communicates the great taste of Fanta in a fun way and conveys the intrinsic of the brand that families already love –the rich, bubbly, fruity, orange taste of Fanta,” she added.

The high point of the new Fanta thematic campaign is the three new television commercials (TVCs). The new TVCs communicate the brand’s playful and fun nature, which naturally appeals to Fanta drinkers.

The new campaign also portrays the rich visuals that the brand is known for. The new campaign showcases ‘Play’ as a fundamental nature of humans.

It encourages people to always see the brighter side of things; to turn awkward moments into fun and exciting moments; to choose to let laughter bubble up from within them and burst into brilliant, colourful rays.

Fanta encourages teens, and ultimately, all individuals, to live life in a fun filled way, integrating play in everything they do. Besides the TVCs, the new thematic campaign includes radio ads, print communication, spectacular out-of-home visuals, in-store execution and the new digital campaign on the Fanta Facebook page–www.facebook.com/fantaplayzone.

The origin of Fanta is as exciting as the brand itself. During World War II, in the summer of 1940, when no Coca-Cola concentrate was available for production, Fanta was developed from ingredients which could be obtained locally in Germany. The name “Fanta” was selected in a contest between employees of the German Coca-Cola bottling companies, because it contains sounds that are common to most languages.

Fanta was the second drink to be produced by The Coca-Cola Company, after the original Coca-Cola brand.