Fanta set to launch multi-million dollar campaign via Ogilvy for new Strawberry Sherbet Fizz flavour

Coca-Cola South Pacific has today announced the newest addition to its Fanta range as it continues its successful strategy to drive brand growth and category interest. To launch the new flavour – Strawberry Sherbet Fizz – Fanta will launch a multi-million dollar campaign via Ogilvy Sydney.

Strawberry Sherbet Fizz will be introduced to market as a 12 month limited edition further bolstering FANTA’s 2016 strategy to ‘bring the fun’. The campaign, led by its flagship Orange flavour and supported by Strawberry Sherbet Fizz, will target teens and mums.

It will seek 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. Meanwhile, mums will be targeted with proximity outdoor advertising aligned to path to purchase, radio and mobile advertising, as well as a strong in-store presence.

Says Ramona Spiteri, brand manager, Fanta: “We’re excited to introduce Strawberry Sherbet Fizz to Fanta fans and consumers. Not only does this new flavour enhance the creative and playful image of our ongoing ‘Be More Fanta’ campaign, which is designed to bring more play into the world, but it also offers Aussies another unique taste sensation to enjoy.

“Research has verified that Strawberry Sherbet Fizz is perfect for our audience, with strong purchase intent and consumer sentiment among teens and mums. The brand and product range continues to create excitement among consumers and we are working hard to keep the brand evolving to capture the attention of our target consumers.”