Fanta continues with strong marketing push; taps influencer market.
Coca-Cola South Pacific has launched a new Fanta range as it aims to drive brand growth and category interest.
Strawberry Sherbet Fizz will be introduced to market as a 12 month limited edition, further bolstering Fanta's 2016 strategy to 'bring the fun'. To drive awareness, Fanta has launched a multimillion-dollar campaign which will target teens and mums.
It seeks to engage teens through outdoor advertising, a radio campaign and a targeted social offering on Facebook and Instagram, as well tapping into the audience of YouTube influencer Tyde Levi, who was involved in last year's #FantaTastesLike campaign.
A significant investment will also be put into mobile, covering digital banners, shake banners, selfie props and a Fanta Droplet Challenge game. Mums will be targeted with proximity outdoor advertising aligned to path to purchase, radio and mobile advertising, as well as in-store presence.
Fanta brand manager Ramona Spiteri says research showed that the Strawberry Sherbet Fizz aligns with the target market of teens and mums.
“It’s perfect for our audience, with strong purchase intent and consumer sentiment among teens and mums,” says Spiteri.
The new Strawberry Sherbet Fizz flavour joins Fanta’s range of ‘rainbow flavours’ that launched in 2013.
Earlier this year Fanta released a selfie can which was also intended to appeal to teens and mums.
