Coca-Cola New Zealand has announced their investment into an integrated campaign reflecting the fun taste of Fanta. The “Tastes Like” campaign is launching this October and will incorporate a range of innovative media to celebrate the playful personality and great taste of Fanta, including print, mall-lites, OOH, Adshels, floor decals, radio, TV, digital, social media and experiential.
The campaign strategy involves creating interactive sensory experiences similar to those a Fanta drinker experiences in their first sip.
“We wanted to recreate the experience of drinking Fanta by constructing a sensory playground where its playful personality can come to life,” says Gina Beck, Brand Activation Manager, Adult and Flavours, Coca-Cola Oceania Ltd.
Bursting with colour, the creative executions running for the duration of the campaign depict the explosive flavour of Fanta. Featuring in the imagery is a brand new flavour, Sour Watermelon, along with favourites Grape and Orange.
“This campaign is an excellent illustration of the excitement and youthfulness that Fanta exudes. By playing on these ideas, we believe we will further establish the relevance of the drink to teens, and continue to encourage parents to choose Fanta as a great tasting family treat”, adds Beck.
“Tastes Like” will be led by “Scratch and Sniff” elements in print and in OOH to imitate the real smell of Fanta. In a New Zealand first, mall-goers will be able to rub mall-lites to reveal the smell of Fanta. To celebrate the bubbly sensation of a Fanta sip, select Adshels stationed across the country will feature a bubble machine to surprise and delight commuters, to name just a few of the many activities planned.
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