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9 marzo 2012

Fanta Launches New Campaign under ‘More Fanta, Less Serious’ Umbrella

9 March 2012 | By Popsop Team

Fanta is launching a new, integrated campaign that aims to engage consumers and bring the fun, dynamic Fanta brand to life. Comprising of a lively, compelling new TVC, sampling and PR activity, and an exciting digital game, the campaign challenges the audience to join the fun and chase the great taste of Fanta.
A new TVC targeting Fanta’s teen audience breaks on the March 12 and sees Fanta character Andy returning to screens, being chased by his friends who are all in pursuit of the irresistible taste of the Fanta he’s drinking. Complete with a soundtrack from top Parisian house DJ Martin Solveig the new spot is set to resonate with music-loving teens and builds on the brand’s association with chart-topping music stars who have been featured in previous campaigns.

At the centre of the campaign is a brand new Fanta Facebook game app, giving the brand’s core audience of teens access to Fanta City—a whole world of animated fun that contains games, missions and a range of fantastic prizes to win. New games and content will be added to the page throughout the year with prizes including cinema tickets, and visits to top theme park Alton Towers Resorts. One lucky winner will get the chance to throw the ultimate Fanta party with a three night stay at the Fanta House in Cornwall, complete with dinners cooked by a personal chef, a swimming pool, games room and home cinema. What’s more, teens will also be able to join the fun and get less serious anytime, anywhere with Fanta and train for their Fanta City adventure on the move with Android, IOS and Blackberry apps, launching on the 12th, 19th and 26th March respectively.

Further support for the campaign will run across impactful on-pack imagery. An extensive sampling campaign across the UK will direct teens to the Fanta Facebook page encouraging them to pursue their own chase for the great taste of Fanta online.

The campaign supports the launch of a new Mango and Passionfruit Fanta variant and improved recipe across the range. Fanta has recently been reformulated and is now more orange tasting and thirst quenching than ever before.


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