Fanta: What the Fanta

Coca-Cola's Fanta, a brand of flavoured carbonated soft drinks, launched a campaign encouraging consumers to guess the new mystery drink flavours to increase market growth in Turkey.

Campaign details

Brand: The Coca-Cola CompanyAgency: EssenceMediacomRegion: EMEA



Fanta, also known as "yellow cola," is a beloved flavored carbonated soft drink in the Turkish market. However, due to the pandemic, we have observed a slowdown in year-over-year growth rates compared to other categories such as iced teas and energy drinks. To address this challenge, Fanta needs to innovate its product strategy by creating excitement through authentic tastes while maintaining its playful persona. With a successful in-out variant campaign mechanism, we kept our brand salience scores at optimum, drove brand engagement, and through linking...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands