B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • NRL
  • Anthony Albanese
  • WPP
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • State of Origin
  • Spotlight on Sponsors
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: FANTA Aims To Create More Play In The World With ‘Be More FANTA’ Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > FANTA Aims To Create More Play In The World With ‘Be More FANTA’ Campaign
AdvertisingMarketing

FANTA Aims To Create More Play In The World With ‘Be More FANTA’ Campaign

Martin Harkin
Published on: 28th January 2016 at 10:09 AM
Martin Harkin
Share
3 Min Read
SHARE

Coca-Cola South Pacific has today announced the launch of their ‘Be More FANTA’ brand campaign, aimed at inspiring youth to embrace the playful, fun and vibrant side of life.

The campaign will launch FANTA‘s 2016 strategy to ‘bring the fun’, designed to leverage a market growth opportunity and encourage product trial, fuelled by novelty and excitement.

Teens and mums have been identified as the two key audiences for the ‘Be More FANTA’ campaign. Activity will focus on inspiring teens to escape their everyday pressures and embrace their playful side. Additionally, mums will be reminded of the value of play for her teenager and inspiring her with ways she can facilitate fun through social activities and treat occasions at home.

The multi-million dollar fully integrated marketing campaign includes TV, cinema, online, mobile, radio partnerships with 2Day FM and Pandora, outdoor advertising and influencer activity.

It will be heroed by brand new ‘Play Packs’, a range of fun and spontaneous selfie-inspiring packaging options designed to encourage teens to get creative and post their efforts on their social media channels. The concept  ran in in France where it is enjoyed great success, reaching 6.5 million teens in the first two weeks. A multitude of designs will be incorporated across various pack options.

The ‘Be More FANTA’ campaign will be fronted by a strong in-store presence, including the development of a full suite of point of sale merchandising to drive product visibility and maximise impact.

Ramona Spiteri, brand manager, FANTA, said, “The ‘Be More FANTA’ campaign is at the forefront of our strategy to bring more play into the world. We want to become a driver for the category and encourage youth to escape from the seriousness of life, as well as reminding them of the importance of having spontaneous fun!

“FANTA is the perfect brand to run with this message due to its creative and playful history. It also has a proven track record of success, having delivered significant growth since 2009 and is continuing to flourish, something we expect to build on in 2016.”

Agency collaboration: UM, Ogilvy, Adhesive, Passport, MIX Inc

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: bruce mccoll, Sirens
Share
By Martin Harkin
I am an experienced PR consultant with a background in journalism. Upon completion of my Masters in Journalism - at the highest performing and accredited course of its kind in Europe - I found employment in various roles across online, print and broadcast, before moving into PR. The relevant transferrable skills, combined with my acquired knowledge of both sides of the media industry, has been hugely advantageous. I have excellent communication and writing skills and am adept at providing media relations. Throughout my PR career, I have ensured my account management results in high client satisfaction, while supporting and assisting in the development and implementation of creative and integrated marketing campaigns. I am now part of the multi-award-winning Red Agency team that won PR Agency of the Year at CommsCon 2014 and Asia-Pacific PR Consultancy of the Year at the PR Week Asia Awards in 2014.

Latest News

User-Generated Content To Outearn Traditional Media In Ad Revenue For First Time
13/06/2025
U.S. Football Fans Are Some Of The World’s Most Brand-Receptive & They’re Just Getting Started
13/06/2025
RV Manufacturer Jayco Sued Over Misleading Off-Roading In Ads
13/06/2025
$3 Billion NBN Promise Falls Flat For Regional Marketers & Media Owners
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?