Coca-Cola creates sensory playground to bring taste of Fanta to life in work via Ogilvy Sydney
Coca-Cola has announced its investment into an integrated campaign via Ogilvy Sydney, reflecting the fun taste of Fanta.
The “Tastes Like” campaign is launching this October and will incorporate a range of innovative media to celebrate the playful personality and great taste of Fanta, including print, mall-lites, OOH, Adshels, floor decals, radio, TV, digital, social media and experiential.
The campaign strategy involves creating interactive sensory experiences similar to those a Fanta drinker experiences in their first sip.
Says Gina Beck, brand activation manager, adult and flavours, Coca-Cola Oceania Ltd: “We wanted to recreate the experience of drinking Fanta by constructing a sensory playground where its playful personality can come to life.”
Bursting with colour, the creative executions running for the duration of the campaign depict the explosive flavour of Fanta. Featuring in the imagery is a brand new flavour, Sour Watermelon, along with favourites Grape and Orange.
Says Beck: “This campaign is an excellent illustration of the excitement and youthfulness that Fanta exudes. By playing on these ideas, we believe we will further establish the relevance of the drink to teens, and continue to encourage parents to choose Fanta as a great tasting family treat.”
8 Comments
Hire a typographer next time.
Hire a frigging creative.
Says Beck: “This campaign is an excellent illustration of the excitement and youthfulness that Fanta exudes…” not out of touch much.
Excitement and youthfulness?
As experienced by who-middle-aged creatives and focus group?
i actually dont mind these.
i get why on first look, ad creatives look at them and sneer. plus you see the agency it’s coming out of, so that slants your opinion a little before you even being judging in your own mind.
but it wouldve been a tough brief with a tough client. i like the comic book art feel, i get what they are going for. it’s not going to cannes, but bet client didnt want anything going to cannes. we’ve all been here, i bet the earlier rounds had much better stuff before everyone realised, lets just get this headline drive product shot done.
i dont mind it. i think theyre pretty ok.
ps am i from the agency? not in the same network, hemisphere or holding company. so no.
I love agency comments vs outsiders comments like above.
They are always defensive vs nasty (maybe truthful).
They really should remove the comments from here.
The V comic book stuff from a few years back was better.
To me this lacks appetite appeal. If they did these with photography it might have been more unique / appetising.
My comment wasn’t to diss the agency. God knows we have all been there.
It’s to clients who get off posting such inane comments.
They take themselves so seriously than PR it with BS filters switched off.
And on websites frequented by creatives.
To wit:
‘we believe we will further establish the relevance of the drink to teens, and continue to encourage parents to choose Fanta as a great tasting family treat.’
A question to the marketers (not agency team)… how is this communication different, more insightful, more effective than the equivalent print work 10 years ago? 20 years ago, 30 years ago? Either marketing practice, research, briefing and evaluation has not progressed during this time or you have reached your ceiling. Please advise?