fanta 360 studio campaign
-Fanta: the choice is clear-
The team had to choose a product, service or label of our choice, but whatever we chose had to be a ‘sleeping giant’ a brand or product that was once a leader in its category, but now is a little tired and is in need of a revamp. We then had to strategically identify the range of channels and touchpoints, that will activate and engage the target audience to purchase. Then create an integrated through-the-line retail campaign using a minimum of 8 executions over 4 touchpoints, to improve brand attitude and sell the product. Positioning and Tone must be consistent across the campaign with the mandatories of Brand name, logo and positioning line available throughout.
Our strategy is to disrupt the market and relaunch a clear transparent Fanta with three new flavours coupled with a new packaging design.
Our objective is to refresh the brand and actively engage people to purchase and experience the new look Fanta.
Our touch points were planned over packaging, print ads, outdoor, ambient, in-store and even a TVC [you can watch below].
Creative Solution
We set out to be disruptive to the expectations of consumers by removing the colours of Fanta in exchange for a clear transparent drink. So the focus is more on the flavour and taste than the colour. Supporting the relaunch will be the release of three new refreshing flavours, Mint, Lemongrass & Lychee, the flavours will be on shelves worldwide in order for everyone to experience the new flavours.
Single Minded Proposition [SMP] : We’re not afraid to take risks, that brings you great taste.
SMP Support : Our target audience understand that only by being daring to stand out and to try something new, will you ever increase your chance for success.
Campaign Tagline: THE CHOICE IS CLEAR.
Brand Personality: The brand’s tone of voice is one that is friendly, conveying joyful experiences and a personality that brings excitement, being daring and free-spirited.
Team: Daryl Oh Wee Kiat, Chen Xu, Ramy Najmeddine, Wenjun Deng.
