Coca-Cola

Fanta

Ad Spending in 2010 : $6,334,000

TV : $4,788,000

Magazine : $3,571,000

 In a year of category decline, the campaign helped Fanta’s sales volume to grow by
26 per cent from 2010 to 2011.
 Fanta outgrew Mirinda for four consecutive quarters in 2011
 14 million unique visitors to campaign site
 1.19 million competition entries
 155 per cent increase in brand buzz (Google Analytics).

• A favourite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960.

• Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and fruit
flavours have their own solid fan base.

• Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta is still a Coca-Cola
product, and today it comes in seventy different flavours

• Fanta entered the Indian market in the year 1993 perceived as a fun youth brand.

• Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the moment.

• Over the years Fanta has occupied a strong market place and is identified as the "THE FUN
CATALYST"

PRODUCT LIFE CYCLE

TAGLINE :

 Masti ka apna taste

 Anything is possible

 Bold Orange Fun

 Bajao Masti ki Ghanti

 Rang Le, Dil Khol Ke

 New Orangy Blast…Laga Kya?

 Fanta ka signal loud, Bunking is allowed”

 More Fanta, Less Serious

 Zyada Fanta Zyada masti

MARKET SHARE OF ORANGE FLAVOURS IN INDIA

 15%
(Other
9%
orange
(Fanta)
flavoured
drinks

Total of Rs. 9000 crore soft drink market

On the conceptulisation and development of the campaign: “The original

animation and jingle was done internationally but was adapted by Soho Square in
Pakistan to resonate with a local audience. This was achieved by adding elements like
the Minar-e-Pakistan, kites and bun kebab carts to the TVC. The jingle was also tweaked
to fit in with the phrase, ‘Fanta khol mazay mein dol.’”
On using animation: ”Fanta has been using animation in its ads for the last 10 years
to build a strong connection with our target audience – the youth - who are always on
the lookout for innovative and high impact experiences. Using animation also gives
Fanta a visual distinctiveness thus breaking through media clutter and making the
brand appealing for teens.”
On the campaign insight and the idea: “The new campaign is based on the insight
that our consumers today have forgotten the importance of ‘play’ as they are so busy in
their routines. Hence Fanta decided to introduce ‘fun and masti’ in their lives. The core
idea was to show that opening up a Fanta bottle enables teens to experience the great
taste of Fanta and make their lives bubbly and playful.”

Media used: TV, Radio, Outdoor, POS

Fanta focusing the market toward teenagers. Teenagers 13-16 is the core target for Fanta. You'll
see that all the communication coming out of the brand is targeted to the youth, including our
Fantanas (http://www.fanta.com/the-fantanas/) including our new packaging and graphics.
Everything we do is meant to appeal to the youth and by the way Fanta has a good appeal also to
moms, so things like the 100 percent natural flavors and the orange taste appeals to moms so
they like to take it home for the whole family. But it does have an overindex with Hispanics
because Fanta is one of our global brands and because of that it is big in places like Latin
America and Europe, so people who come from abroad get a preconceived preference for Fanta
so when they come here they continue to buy it. That is cultural.

Fanta creates more play for consumers with the brand's most unified and largest global marketing
campaign to date. "Less Serious", launched in 2007, will now reach teens and moms worldwide in regions
representing 90 percent of the brand's global sales volume in 2011. The evolution of the "Less Serious"
campaign provides a flexible marketing platform that addresses needs of different markets while being
fully integrated through one core creative idea. The fun has started in many markets around the world and
will kick off in the United States on March 30, 2011, with the broadcast debut of Fanta's "Chase"
commercial on "American Idol" on FOX.

The "Less Serious" campaign has been implemented on a regional basis for several years in markets
including Latin America, Europe, Africa and Asia.

"Moving to one consistent global marketing platform is a strategic and necessary progression for a brand
with Fanta's international footprint," said Joe Tripodi, executive vice president and chief marketing &
commercial officer of The Coca-Cola Company. "At the same time we've developed a platform that is
flexible enough to address specific business needs for the brand in different markets. This continued
evolution with Fanta 'Less Serious' demonstrates our commitment to marketing productivity."

To capture Fanta's diverse consumer group, "Less Serious" will be rolled out with a flexible approach that
allows each market to choose from three marketing focuses -- communicating the product's irresistible
taste, the brand's less serious attitude, or new product news. Each of the marketing components maintain
the same overarching theme featuring bubbly animated characters as the catalyst to bring more play and
a less serious attitude to life. This strategy will deliver a consistent message on a global scale, while the
flexible elements help achieve and maintain local relevance.

"One of the many great things about this campaign is that it appeals to the entire family. It has the
flexibility to communicate the great taste of Fanta in a fun way and to convey the things about the brand
that we know families already love - 100 percent natural flavors, caffeine free and fruity fun," Caren
Pasquale Seckler, Vice President, Flavor Brands Portfolio, Coca-Cola North America. "The characters
featured in the new campaign encourage people to have more Fanta and be less serious. They represent
the brand's carefree attitude and cool-vibe persona that appeals perfectly to teens."

The campaign continues to build on rich visuals and animation featuring a production quality that
approaches the level of artistic detail found in the most sophisticated animated films. The central
animated characters each have their own unique personalities to help teens relate on a personal level.
For example, the character Tristan is creative and street smart, but also mischievous and sarcastic, while
Ginger is sophisticated, fashionable and attractive, but is only interested in people who strive to achieve
the most fun out of life. The combination of the diverse personalities communicates teens' universal need
to have fun and showcases play as a fundamental need in human society.

The campaign was created in partnership with creative agency Ogilvy & Mather and Psyop, an animation
shop and the creators of Coca-Cola's Happiness Factory. Global research was conducted to define the
most effective way to universally reach teens. Through state-of-the-art animated teen characters, Fanta
will work to encourage moms and teens to be less serious and keep playing through interactive traditional
and non traditional marketing efforts including broadcast commercials, print and out-of-home
advertisements, mobile ringtones, websites, digital banners, and in-store displays. More than 100 markets
will use the same universal website design, found at www.Fanta.com, to ensure that wherever teens go in
the digital/mobile landscape they will experience the same encouragement to be "less serious."