Fanta: Music Is Ours

Fanta, a carbonated drinks brand, reached teenage consumers in Turkey by launching Instagram Polling ads that got them to interact with the brand on social.

Campaign details

Brand: FantaAgency: Carat Media Turkey

Strategy

Objective

Fanta's campaign objective was to recruit new consumers by differentiating the brand from the competition, many of which have a similar tone of voice. Many local and global brands focus on the main passion point of teens: music. Fanta aimed to increase brand love together with the key brand attributes that have been identified with the opportunities 'Connect & Create Together' and 'Associated with music'.

Fanta was silent over the five years that the Music Festival was organized in many cities across Turkey. This was another challenge to...

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