Brand owner: Coca-Cola Company
Lead agency: UM Sydney, Ogilvy
Contributing agencies: Maverick
Country: Australia, New Zealand
Industries: Carbonated soft drinks
Media channels: Cinema, Events & experiential, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 1 - 3 million
The Fanta Australia brand relaunch took our brand positioning of Better Science, Better Art, Better Outcomes to improved levels by inviting the Australian teens into UM Sydney to co-create our campaign with us.
They acted as our scientific experiment through insights and strategy, and were the creative sounding board for all ideas and partnerships in the campaign. We knew talking to teens about the new Fanta would be challenging, so we invited them along for the ride.