'Be More Fanta' campaign targets millennials with selfie can

28 January 2016

Creative Agency: Ogilvy (NSW)
Media Agency: UM (NSW)

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A selfie can? Now we've seen everything.

Coca-Cola South Pacific has launched a new brand campaign for Fanta aimed at inspiring young people to embrace the playful, fun side of life.

The campaign will launch Fanta’s 2016 strategy to ‘bring the fun’, designed to target the next generation of the market and encourage people to try Fanta.

The 30-second clip shows early teens pulling pranks on each other and taking bonkers photos. Three sub-headings read: ‘Be More Bonkers’, ‘Be More Prankster’, ‘Be More Colourful’.

There is even a new selfie can featured in the spot, which has the hashtag #BeMoreFanta.

The ‘Be More Fanta’ campaign identifies the two key audiences as teens and mums, with mums being reminded of the value of play. However, we’re unclear how mums will be using the selfie can.

The multi-million dollar fully integrated marketing campaign includes TV, cinema, online, mobile, radio partnerships with 2Day FM and Pandora, outdoor advertising and influencer activity.

"The 'Be More Fanta' campaign is at the forefront of our strategy to bring more play into the world … Fanta also has a proven track record of success, having delivered significant growth since 2009 and is continuing to flourish,” Fanta brand manager, Ramona Spiteri, says.


Agency collaboration: Ogilvy, Passport

Media: UM, Adhesive, MIX Inc

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