Coke goes into 190 countries with a push for fizzy drink Fanta
More brands are going global with their marketing. The latest is Coke with their fruity drink Fanta, aiming it at 16 to 18-year-olds
Joe Tripodi, chief marketing and commercial officer, said, "We're putting a substantial amount of resources into this around the world. We've been very focused on trademark Coke over the last few years, and we want to make sure we're giving the same level of attention to our flavour business, whether that's Sprite or Fanta. That will become an increased focus for the company."
Teenagers and mothers are key targets for Fanta, says the magazine AdAge, so a family-friendly animated commercial is the choice, called Chase. Fanta worked with Psyop, the animators behind Coca-Cola's "Happiness Factory," to create a cast of multicultural animated characters meant to be between the ages of 18 to 20.
Mr. Tripodi would not give a budget for the campaign. According to Kantar, Fanta spent just $4.1 million in the U.S. last year, down from $7.4 million in 2006. That's a lot less than other similar-sized brands owned by Coca-Cola.
The campaign is Fanta's largest and most unified ever. A new global website will replace many regional sites. Ogilvy & Mather, New York, led the effort, working with the agency's Sao Paulo and Paris offices.
VP Jonathan Mildenhall said that in creating the characters in the commercial they were careful not to make them too young. "It's important for us to add the right kind of gravitas and social cool, so Fanta appeals to late teenagers," he said. "We want 16-year-olds, 17-year-olds to feel very cool when they pick up a bottle of Fanta."