2013 Winners & Shortlists

Results and Effectiveness

Instead of making the consumer come to us, we approached them in their home with an exciting way to taste a Fanta – through print. Fanta went from 0 to 135,000 fans and counting. With 30% of fans talking about the new orange-y taste. As a result new customers were targeted through the fully-consumable print media. We not only won our audience back with the new reformulated flavor but we connected with them on a much deeper level while staying true to our brand’s essence of ‘playfulness’. We made it into the hearts of the consumers, through their taste buds.

Creative Execution

Sampling a soft drink’s new taste directly from a flavor-fused print ad. What does ‘more orangey’ taste like? We admit that no matter how much we described Fanta’s new flavor, nothing beats literally tasting the actual flavor. We had to find a way to make consumers try the product and decide for themselves. So, we worked with chemists to infuse Fanta’s secret formula on an edible paper and had our message printed with edible ink. This was then safety-packed and shipped to our audience specific publications, as inserts.

Insights, Strategy and the Idea

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 & savvy teens of the Middle East. The marketing mission was to get them to spread the word of the new Fanta flavor to their friends through a print sampling campaign. We found that Middle East teens are constantly staying up-to-date with the biggest trends, fashion and celebrities. As a result we went straight to the target audience through a popular magazine to have them sample the new Fanta taste. The success for the client came from the reach of the print sampling campaign while the consumer enjoyed the fully-edible advert intriguing them to purchase the new Fanta.