Coca-Cola South Pacific has today announced the launch of their 'Be More FANTA' brand campaign, aimed at inspiring youth to embrace the playful, fun and vibrant side of life.
The campaign will launch Fanta's 2016 strategy to 'bring the fun', designed to leverage a market growth opportunity and encourage product trial, fuelled by novelty and excitement.
Teens and mums have been identified as the two key audiences for the campaign which includes TV, cinema, online, mobile, radio partnerships with 2Day FM and Pandora, outdoor advertising and influencer activity.
It will be heroed by brand new 'Play Packs', a range of fun and spontaneous selfie-inspiring packaging options designed to encourage teens to get creative and post their efforts on their social media channels.
The concept ran in in France where it is enjoyed great success, reaching 6.5 million teens in the first two weeks. A multitude of designs will be incorporated across various pack options.
The campaign will be fronted by a strong in-store presence, including the development of a full suite of point of sale merchandising to drive product visibility and maximise impact.
Ramona Spiteri, Brand Manager, Fanta, said, “Fanta is the perfect brand to run with this message due to its creative and playful history. It also has a proven track record of success, having delivered significant growth since 2009 and is continuing to flourish, something we expect to build on in 2016."