Fanta has released its first integrated push since 2010 to focus on its Orange, Strawberry, Pineapple, Grape, and Orange Zero flavours.
Fanta has launched a fresh initiative focused on introducing fans to a new era of the brand. Titled Be More Than One Flavor, it stars The Fantanas, a group of four influencers engaged to carry the campaign’s message forward by tapping into the portfolio’s storied heritage.
Slated to hit the airwaves in August, the effort is led by a television commercial which sees the foursome mix things up in the city streets with an impromptu summer dance moment. Choreographed by the famed Fatima Robinson, the set delivers a fun and carefree vibe.
Developed in partnership with Fitzco//McCann, while directed by Greg Brunkalla and photographed by Gary Salter, the exercise will come to life via TV and cinema spots, online video, social media, streaming radio, and OOH executions in the months ahead.
Charged with re-positioning the Fanta Orange, Strawberry, Grape, Pineapple and Orange Zero variants, The Fantanas comprise Jordan Fisher, Coco Jones, Eva Gutowski, and Lauren Riihimaki. Also, the campaign features a catchy remix of the original anthem, Wanta Fanta.
“People are drawn to the brand because we share in their belief of self-expression and add a spark of bold to everything we do. It’s time we celebrate our first fully integrated push since 2010,” said Valencia Mitchell, Director, Sparkling Flavors for Coca-Cola North America.