Coca-Cola has launched a new push for Fanta in the US that will encourage consumers to try more flavours of the sparkling drink.
At the heart of the campaign – dubbed Be More Than One Flavour – is a new television commercial that will see consumers ‘mix it up’ with various different Fanta variants, as well as joining in with ‘an impromptu summer dance moment’.
The campaign, developed in partnership with Fitzco/McCann and directed by Greg Brunkalla, will launch in the US across TV, cinema, online video, social media, streaming radio and out-of-home in the coming months.
It will also mark the return of the brand’s flagship musical ensemble, the Fantanas, which are back with a male member for the first time – an attempt by Coca-Cola to appeal to a broader spectrum of consumers and shift the demographic of Fanta drinkers to a more general audience. Each member of the Fantanas represents one of four flavours of the drink: orange, pineapple, grape and strawberry.
Among them are social media influencers, who will help the brand reach an even wider audience.
The Fantanas will also revamp Fanta’s signature brand jingle, Wanta Fanta.
Coca-Cola North America director for sparkling flavours Valencia Mitchell said: “People are drawn to Fanta because we share in their belief of self-expression, and we try to add a spark of bold and carefree fun to everything we do. Fanta has seen continued growth over the last four years because fans enjoy the delicious fruity flavours, refreshing bubbles and bright colours, and appreciate ongoing innovation to provide new flavours, small packages and zero-calorie options.
“For 2016, Beverage Digest ranked Fanta as the fastest-growing brand among the largest sparkling brands in the United States. It is now the number one fruit-flavoured soft drink and a top ten brand in sparkling beverages. It’s time we celebrate together with our fans with Fanta’s first fully integrated campaign since 2010.”
Mitchell said that, as much as highlighting Fanta’s flavour range, the campaign was about encouraging young people to embrace ‘the many facets of themselves’.
“Flavour isn’t just a colour or flavour,” Mitchell said, “it’s about self-expression. The undercurrent of inclusion and acceptance of diverse backgrounds and styles all come together to form something bigger and more meaningful. Fanta can be a spark of inspiration for young people to discover and explore their many different flavours, which is a message that has great relevance today.”
The Coca-Cola Company held on to volume in its second-quarter results, published on Wednesday, despite a 16% fall in year-on-year revenues that was driven largely by the company’s refranchising efforts in North America. Sales of $9.7 billion were down on the second quarter of 2016 but $580 million higher than the first three months of this year. Gross profit was 14.5% lower year-on-year at $6.04 billion.
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