The Campaign

In order to add play into the lives of our target audience, Fanta created fun whacky dares that were lead by one of a kind packaging that created an interactive experience for the teens, while increasing the transaction of the product.

Creative Execution

Ten different dares were released across the Fanta bottles with a unique scratch label technology to create interactive packaging. The tonality of the dares was playful and some of the whacky dares were: wear headphones and dance for 2 minutes, walk around with a marker mustache, take random selfies with people, among others. With the campaign launch, Fanta moved from an animated to a more mature world, making it relevant for teens. The packaging was supplemented with a digital video – taking inspiration from the classic game of Spin the Bottle, an interactive experience was created where teens could engage directly with the product. Each turn, one teen could spin their Fanta bottle and whomever it points to scratches the label, reads the dare out loud and performs it. While primarily shopper led, the labels were leveraged on digital and television to ensure that the target audience was effectively reached.

Indication of how successful the outcome was in the market

Not only did Fanta Dare to Play increase the engagement value between the target audience and brand, this was the first time teens had something that was catered to them specifically. They were able to scratch the packaging to reveal the dares, increasing relevance and creating clear differentiation with competition. The digital response was overwhelming, leading to a reach of 3 million, and 7 million impressions of the digital video. Fanta grew teen relevance by becoming more fun and cool for teens with the following KPIs: +4 is a cool brand +3 is a fun brand +1 always doing new things +1 for someone like me +1 past 4 weeks consumption Moreover, Fanta Pakistan became the #1 contributor to Fanta growth globally, and the fastest growing brand in the Coca-Cola portfolio. The brand also experienced 27% growth versus 2015, successfully driving recruitment and getting on track to achieve Vision 2020. (Source: Nielsen Retail Audit, Facebook)

Fanta’s target audience is 13-19 year olds and it aims to create more play in the world and aspires to activate the playful side of teens’ everyday mundane lives. While the animation route showed positive results in the past, research showed there was room to increase relevance among these more mature and aware teens. By taking packaging as the main lead, for the first time ever, “play” was built onto the product itself – enabling them to have a tangible interaction with the brand. Spontaneous and relevant dares were added to the bottles using a relatively mature design language. The packaging used a unique scratch label technology, which enabled teens to reveal the dares. Packaging and shopper were the main lead, with a 2:30 video on digital, and presence on numerous other teen relevant touch points. This initiative on packaging was first of its kind for Fanta globally.