Coca-Cola New Zealand and Ogilvy have unveiled an integrated campaign that aims to “reflect the fun taste of Fanta”.
The Tastes Like campaign 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.
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 new flavour, Sour Watermelon, along with favourites Grape and Orange.
“This campaign is an excellent illustration of the excitement and youthfulness that Fanta exudes,” Beck said. “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.”
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”.
In a move to stimulate the aural senses, Coke will run a competition with The Edge encouraging listeners to call in and describe what Fanta ‘Tastes Like’ to them. Two winners will have a chance to make that experience come true (to the value of up to $8000+gst) and film it to air on Edge TV.
The campaign will also include a partnership with Cleo, to bring “5 Days of Fun” to teens. Complimentary Sour Watermelon Fanta will be served to teens while they enjoy “fun-filled” activations over the five-day period.
About The Coca-Cola Company
The Coca-Cola Company is represented in New Zealand by Coca-Cola Amatil and Coca-Cola Oceania. Other brands supported by the Coca-Cola system in New Zealand include Diet Coke, Coke Zero, Fanta, Powerade, Powerade Zero, Sprite, Sprite Zero, Glaceau vitaminwater, Fuze Tea, Schweppes, Keri juices, e2, Lift, Lift Plus, Thextons and Roses.
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages every day. For more information about our Company, please visit our website at www.coca-colajourney.co.nz.
In July 2013, we made four business commitments to help to address the issue of obesity in New Zealand. These commitments are to increase the availability of our smaller portion sizes, offer more low kilojoule beverage options, provide transparent nutritional information in more places and help get people moving by supporting physical activity programs.
CREDITS
M+AD asked Coke for a decent credits list. This is the best they could come up with …
Agency: Ogilvy New Zealand
Agency: Ogilvy Australia
Media agency: Ikon NZ
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