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...