Coca-Cola: Fanta - "Con Poco Me Lo Monto" ("I get by with little")

Coca-Cola’s fruit flavoured soft drink launched a six-month promotional programme called “Con Poco Me Lo Monto” (“I get by with little”) designed to engage young people in Spain aged 16 to 22, by allowing them to take part in games on a microsite which gave them the chance to win prizes.

Coca-Cola: Fanta - "Con Poco Me Lo Monto" ("I get by with little")

Agency name: MOMENTUM SPAIN Client name: COCA COLA Category: Integrated Communication

BACKGROUND

The campaign is based on the philosophy “Live life to the fullest” and targets those who are used to having little money; the young people who face each day with the philosophy “I get by with little” (“con poco me lo monto”).

The aim is to engage with this group by making them identify with Fanta through the campaign. Through this they would make Fanta part of their lifestyle. 

The campaign...

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