Fanta Still launches
Coca‑Cola Great Britain is launching an exciting new extension to the ‘Fanta’ brand, a new collection of still juice drinks, with a major integrated communications campaign.
Following an extensive formulation and global communications development programme ‘Fanta’ Still contains 6% fruit juice, no artificial colours or flavours and will be available from February 2008 in two new flavours, Orange Citrus and Orange Tropical, plus Orange Tropical Zero – a no added sugar version - to ensure consumer choice. The new variants will be available in 1.5ltr bottles, 375ml and 375ml multi-pack formats.
Cathryn Sleight, Marketing Director, CCGB said: “ ‘Fanta’ Still is a massive priority for The Coca‑Cola Company in terms of portfolio development and that’s why we are supporting its launch with a multi-platform communications plan. ‘Fanta’ Still has been built on extensive consumer insight and research and we are now able to offer teens their favourite great tasting drink, but in a still juice format.”
“The new products have already had a really positive response from customers with strong distribution across the board. The launch of ‘Fanta’ Still marks a continued focus on the ‘Fanta’ brand over the coming years”
Ogilvy & Mather Worldwide is the roster agency working globally on the ‘Fanta’ brand, with Ogilvy Advertising London leading this key strategic initiative in GB. The GB TV creative showcases the ‘Fanta’ Still product within the context of the wider ‘Fanta’ global campaign.
The advertising campaign introduces the idea that ‘Fanta’ Still inspires play into the world. It uses an animation style set in a predominantly black and white world with splashes of ‘Fanta’ orange. In the TV ad, the ‘Fanta’ crew are playing a basketball game that is stopped by CCTV cameras controlled by an octopus-like guard. ‘Fanta’ Still liberates the situation restoring play into the world. The ad, running on national TV with outdoor support, was produced by directing duo TokyoPlastic.
The multi-million pound marketing campaign also includes assets that are being exploited across the marketing mix.
Vizeum has co-ordinated the planning and buying of TV, outdoor and online media campaign launching in spring. The Works Limited has developed an experiential sampling campaign to drive trial. Packaging, in-store and point of purchase artwork has been designed and developed by Epoch Design and Lexis Public Relations is running a fully integrated PR campaign targeting consumers.
The development and delivery of the GB communications plan has been managed by the CCGB, ‘Fanta’ team of Marketing Manager Flavoured Sparkling Beverages, Zoe Howorth and Senior Brand Manager, Simon Pick.
‘Fanta’ is a registered trademark of The Coca‑Cola Company.
