Campaign details
Brand: FantaBrand owner: The Coca-Cola CompanyLead agency: MediaCom UKContributing agency: The MillMarket: United KingdomIndustries: Carbonated soft drinksMedia channels: Competitions & contests, Events & experiential, Mobile & apps, Online video, Packaging & design, Product sampling, Public relations, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: No budget
Executive summary
With its market share under threat, Fanta used technology in a way nobody expected – certainly not the teenage audience the technology was used to terrify.
Insight revealed that teens in the UK...