Fanta: What the Fanta

Coca-Cola's Fanta, a brand of flavoured carbonated soft drinks, launched a campaign encouraging consumers to guess the new mystery drink flavours to increase market growth in Turkey.

Campaign details

Brand: The Coca-Cola CompanyAgency: EssenceMediacomRegion: EMEA

Strategy

Objective

Fanta, also known as "yellow cola," is a beloved flavored carbonated soft drink in the Turkish market. However, due to the pandemic, we have observed a slowdown in year-over-year growth rates compared to other categories such as iced teas and energy drinks. To address this challenge, Fanta needs to innovate its product strategy by creating excitement through authentic tastes while maintaining its playful persona. With a successful in-out variant campaign mechanism, we kept our brand salience scores at optimum, drove brand engagement, and through linking...

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