2013 Winners & Shortlists

The Brief

The Coca-Cola Company wanted to give as many people as possible the chance to experience the new orange-y taste of Fanta, without necessarily giving out Fanta cans. Print seemed to be the perfect medium to spread the word about the new taste and generate purchase desire.

Describe how the promotion developed from concept to implementation

A new flavor experienced immediately, straight from the ad. The task was simple: get as much people as we can to try Fanta’s New Taste that’s Deliciously Orange – without giving them a can of Fanta. So, we worked with chemists to infuse Fanta’s secret formula on a consumable type of paper with our message printed with edible ink on edible paper. This was safety-packed and shipped to our audience specific publications, as inserts. The audience was given the choice to experience and sample Fanta’s new taste, the exact moment they read the ad.

Describe the success of the promotion with both client and consumer including some quantifiable results

We took the mundane sampling experience and converted it into an exciting activation. The client’s successes were derived by the shareabilty and reach the magazine sampling allowed. Promotionally we were able to tap into an audience otherwise unreachable through this medium and communicate the new flavor as well as the fun brand personality.

Explain why the method of promotion was most relevant to the product or service

A tangible and tasteable experience at point of information, enabled. Taste, in every sense, is a personal thing. It has to be 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 orangey” flavor – is undeniably, vague. No matter how much we described it. The product had to be tried, thus the necessary means of sampling. Enabling and activating the audience to immediately react and respond.