Fanta / Coca-Cola
To re-launch the Fanta Brand through all channels in the US after being dormant for over a decade.
Process & Methods
We interviewed key owners of the Fanta Brand at Coke in order to ascertain who the customers were historically. The brand is also huge in Europe, so we were able to get a lot of customer data that was current.
We came up with the idea of creating a contest for the 4th Fantana. We casted and hired 3 actresses to represent each of the flavors, leaving the fourth open for the contest winner. We launched a nationwide campaign through commercials that played on TV and before select movies in movie theaters encouraging people to apply or vote. We also had an aggressive digital marketing campaign with rich media banners.
The site allowed you to create your application and including recording a video of yourself. After a period of application times, the site switched to the voting period. The final phase announced the winner.
The campaign was a huge success. We garnered a ton of press on Entertainment channels and online news sources. Coke was so happy, they signed us on to do the next year of campaigns as well.
UX & Design: Myself, James Gilligan, Maria Marulanda