Coke-owned soft drink Fanta is starting a new campaign on Sunday night, the day before Coca-Cola launches its latest massive ad offensive in Australia.
The main coca-cola.com.au website has been promising “something big is coming” with a padlock displaying the date April 8, for several weeks, with speculation it is the follow-up to the successful Share a Coke campaign which won a slew of awards last year.
Internationally Coca-Cola has a focus on promoting “happiness” through story telling ideas, and it is understood the latest campaign will have a large experiential element across Australia’s capital cities, as well as a major TVC.
Sunday’s latest campaign is dubbed ‘Fanta Flavour Lab’ encouraging people to “mix, name and share”, to create their own flavour combinations, promoting three new flavours including grape, mango passionfruit and sour watermelon.
Ogilvy has created an Australian TVC for the campaign, while Urban is handling experiential sampling activations, while users can earn Fanta tokens and compete for prizes in the Fanta Flavour Lab, with Samsung galaxy Tab 2s in branded cases up for grabs.
“The Fanta Flavour Lab campaign is all about celebrating self-expression by inspiring Aussies to test out and mix Fanta flavours together and find their favourite mixes,” said Delia Maloney, Fanta marketing manager.
The Facebook page is here and smartphone app is available through the Google Play and Apple stores.