Fanta: The Fanta Masters: How we used gaming as a trojan horse to compete with a Goliath
Tahaab Rais
Campaign details
Brand owner: The Coca-Cola CompanyLead agency: FP7/DXB (Part of McCann Worldgroup)Brand: FantaCountry: Middle East and North AfricaIndustry: Carbonated soft drinksChannels used: Content marketing, Direct marketing, Earned media, buzz, Events & experiential, Games & competitions, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to $500k
Executive Summary
In...