2013 Winners & Shortlists

The Brief

Direct marketing enabled us to allow both Fanta drinkers and non-Fanta drinkers to try their new deliciously orange taste - without giving them a can. Strategically, we were reaching a broader audience by directly inviting them to engage in the playful brand personality rather than invasively forcing them to try the new taste of Fanta.

Creative Execution

A tangible and taste-able experience at point of information, enabled. Taste, in every sense, is a personal thing. It has to be directly experienced to be completely understood, appreciated, sought for and subscribed to. For a beverage like Fanta which is relatively known for its unique orange taste, introducing a new “more orange-y” flavor – is undeniably, vague. No matter how much we described it. The product had to be tried, thus the necessary means of sampling. Enabling the audience to immediately and directly react and respond.

Describe the creative solution to the brief/objective.

Tasting a beverage directly from the print ad. We used print media for direct and immediate beverage sampling. To be specific, it’s dry sampling for a liquid product. It started with us realizing that no matter how much we tried to describe Fanta’s new flavor, nothing beats literally tasting the actual flavor. So, we worked with chemists to infuse Fanta’s secret formula on a consumable type of paper and had our message printed with edible ink. This was then safety-packed and shipped to our audience-specific publications, as inserts.

Results

Average and forgettable sampling was transformed into an innovative medium using print media to showcase the taste. This allowed for curious people to tear and try the new taste of Fanta straight from the print ad without having to drink it. The response was astonishingly engaging with our fun, playful and curious consumer not only tasting the edible ad but also sharing this experience with their family and friends. This ad builds a relationship between the target audience and Fanta in a playful non-invasive manner, paving the way for customers to want to try the new flavor-in a can.