Fanta: The Big Orange Squeeze

In the vast market of carbonated soft drinks in China, Coca-Cola's Fanta is a small soft drinks brand against category leader, Mirinda, owned by PepsiCo.

Fanta: The Big Orange Squeeze

Advertiser: Coca-ColaBrand: FantaAgency: Ogilvy & MatherMarket: ChinaCampaign Duration: March 25 – September 31, 2011

This campaign won a silver in the 2011 China Effies

Background and objectives

In the vast market of carbonated soft drinks in China, Fanta is a small brand. The brand awareness and market share is comparatively low to all other major brands.

In the category of fruit-flavoured carbonated soft drink (FFCSD), Mirinda, owned by PepsiCo, is the leading brand, showing over 20% growth continuously since 2004. In the past three years, Mirinda...

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