Since 2010, Fanta volume has been in decline. This is mainly due to a loss of brand relevance for Teens (primary target 12-19 yo’s). The content and the way it was distributed was not entirely in line with the teens’ reality, their behaviors and experiences.
In 2017, the ambition was to re-ignite sustainable growth for Fanta by re-establishing brand relevance for Teens.
To achieve this, we first relaunched the brand in May 2017 with a new core creative idea: “Fanta has the fruitiest, boldest and most vibrant taste. A taste so great, it practically sells itself …. But we are inviting teens to sell it.” No needs anymore to have a Fanta marketing team, Teens can do the job!