WORLD'S FIRST TASTE-ABLE PRINT AD
Brand | THE COCA-COLA COMPANY |
Product/Service | FANTA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | TYPOGRAPHY |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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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
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 |