Fanta is one of the most important brands in the Coca-Cola stable, along with Sprite, Diet Coke and Coke. With more than $12 billion in retail sales, Fanta, is the second-largest sparkling beverage brand for the company outside of the U.S. surpassing 2 billion unit cases worldwide.
To further grow the brand, Fanta is taking its “More Fanta, Less Serious” multicultural campaign to the global stage. The new campaign elements will run in 190 markets around the globe (the top five top markets for Fanta are Brazil, United States, Mexico, Thailand and Spain).
According to Jonathan Mildenhall, Vice President of Advertising Strategy and Content Excellence, “animation travels well” and it is easier for teens to identify with animated characters, versus actors. Mildenhall also said, “Fanta is all about a giggle in a bottle,” and that levity is the common denominator in content that people share.
“One of the many great things about this campaign is its ability to convey the things about the brand that we know families already love – 100 percent natural flavors, caffeine free and fruity fun,” said Caren Pasquale Seckler, Vice President, Flavor Brands Portfolio, Coca-Cola North America. Yes, she said “fruity fun.”
The campaign was created in partnership with creative agency Ogilvy & Mather and Psyop (the creators of Coca-Cola’s Happiness Factory).
Does animating clichés make them not clichés? What makes these spots multicultural – besides the fact that they run in multiple countries? I’ll bet youth in all countries find this stuff to be contrived bullshit.
They may indeed. But what about the Run DMC soundtrack in the second spot above? At least that’s real.
The brand probably went with Run DMC because they couldn’t afford the Black Eyed Peas.