FANTA aims to create more play in the world with 'Be More FANTA' campaign


Australia, 28 January 2016: 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

For more information contact Red Agency at the bottom of this PDF.

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About The Coca‑Cola Company

The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca‑Cola Zero, Powerade and many more.  Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day.  With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate.  For more information, visit Coca‑Cola Journey at Coca‑Cola Amatil (Aust) Pty Ltd is the authorised manufacturer and distributor of The Coca‑Cola Company’s beverage brands in Australia.  Coca‑Cola South Pacific Pty Ltd, an indirect wholly owned subsidiary of The Coca‑Cola Company, provides marketing and technical/quality services to The Coca‑Cola Company in Australia.

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