Coca-Cola South Pacific has launched a unique new sensory range for Fanta, supported by a fully-integrated campaign and a brand refresh that includes a new logo and updated packaging.
Created for all teens, the first products that have launched in Fanta’s new sensory range are ‘Jelly Fizz’ (Fanta soft drink blended with juicy liquid jelly pieces that has to be shaken 10 times before opening to release the jelly) and ‘Sour Tingle’.
The new range is available in stores now in 200ml packs of four, with Jelly Fizz coming in orange and raspberry flavours and Sour Tingle coming in a berry flavour. Jelly Fizz is also available in 200mL single cans across Australia.
For the first time in eight years, there will also be a full global update of the Fanta brand’s visual identity through a new logo.
The new product range and brand refresh is being supported by a multimillion dollar integrated marketing campaign, which includes disruptive out-of-home and in-store advertising, social, digital, video, mobile, PR, influencer engagement, partnerships, sampling, and experiential activations.
The campaign puts Aussie teens at the centre of it, encouraging them to create content and then celebrate their creativity.
Snapchat, Facebook and YouTube will be utilised heavily to target the youth demographic, and disruptive point of sale will be a key focus for Fanta through off-locations and shopping aisle shelf solutions.
Fanta’s brand manager, Josh Gonski, said that while disruptive innovation and fun has always been at the core of the brand, the new products are completely different to other drinks on the market.
“Teens know Fanta better than anyone, so we wanted to shake things up and put teens at the heart of the campaign by handing the brand over to them,” he said.
“We will encourage them to express themselves, have fun with their friends and create a campaign they would really want to engage with.”