Global visual identity shake up and new range for the soft drink company.
Fanta has announced a new range of flavours for 2017 as well as a global update of the brand's visual identity for the first time in eight years, with a new logo to be displayed across the entire Fanta range.
The new 'sensory' range includes flavours like 'Jelly Fizz' and 'Sour Tingle' and will be launched in totally new packaging. The range will also be supported by a multimillion dollar integrated marketing campaign.
Advertising for the sensory range will roll out across out of home and in-store advertising, social, digital, video, mobile, PR, influencer engagement, partnerships, sampling and experiential activations.
The campaign, from UM in media and Ogilvy & Mather in creative, hopes to engage Aussie teens and encourage them to create their own content alongside the campaign. Snapchat, Facebook and YouTube will be utilised heavily to target the youth demographic.
Josh Gonski, brand manager at Fanta, says: “We wanted to shake things up and put teens at the heart of the campaign - by handing the brand over to them, we will encourage them to express themselves and create a campaign they would really want to engage with.”
