2013 Winners & Shortlists

WORLD'S FIRST TASTE-ABLE PRINT AD

Client/BrandTHE COCA-COLA COMPANY
Product/ServiceFANTA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryTYPOGRAPHY
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

Given a very predictable medium to work with, our task was to have people try Fanta’s new taste, that’s deliciously orange - without giving them a can of Fanta. The key objective was to engage people with an adjective-filled write up which was complimented by descriptive typographical elements. This allowed for curious people to try the new taste of Fanta, without having to drink it.

The Brief

Losing its share of throat to Mirinda, we needed to put the fizz back into Fanta. With the promise of a delicious and more orange-y taste, Fanta was to launch its improved flavor to very option-packed, fun-seeking and online savvy teens of the Middle East. The mission was to get them to spread the word to their friends through a combined real-world and digital sampling campaign of the new flavor.

How the final design was conceived

After several rounds of ideas and designs we thought about the best way to describe a taste. We tried to work with visuals like oranges, the orange color, trying to explain that the print ad is edible. In the end we came to the conclusion: How better to explain a taste than infusing the secret formula to the print ad? During a session of hours and liters of Fanta, we started identifying and describing the sensations when Fanta hits the tip of your tongue. The outcome was an adjective-filled and descriptive print ad, undeniably orange to the eye as well.

Indication of how successful the outcome was in the market

Through creative typography, the first ever taste-able print advert was able to successfully create awareness around the launch of the new Fanta flavor. We didn’t let sampling be limited to an on ground activation; instead we overcame our challenge and allowed our sampling to take place everywhere without losing the playfulness of the brand. We created an adjective-filled write-up, complimented with descriptive typographical elements. This allows the consumers to savor the flavor before they have even sampled it.

Credits

Name Company Position
Fabian Roser Ogilvyone Creative Director
Sally Tambourgi Ogilvyone Associate Creative Director
Louise Bolo Ogilvyone Copywriter
Rodrigo Mavu Ogilvyone Art Director
Nadine Hallak Ogilvyone Designer
Sean Hart Ogilvyone Client Services Director
Tarek Shawki Memac Ogilvy Business Director
Sevim Oezdel Ogilvyone Account Director
Tara Paige Gelman Ogilvyone Account Manager
Nabil Moutran Ogilvyone Regional Director
Niv Baniahmad Ogilvyone Creative Technologist
Omar Katerji Um Media Manager
Tony Sarkis Um Media Executive
Tarun Sabhlok Coca-Cola Group Brand Manager
Sharat Mohanchandran Coca-Cola Brand Manager