Campaign details
Brand: FantaBrand Owner: Coca-ColaLead Agency: FP7/DubaiContributing Agencies: UM MENA, Dubai, Power League GamingCountry: United Arab Emirates, Saudi ArabiaIndustries: Carbonated soft drinksMedia Channels: Content marketing, Events & experiential, Games & competitions, Online video, Packaging & design, Product sampling, Public relations, Social mediaBudget: Up to 500k
Executive summary
This case study describes how Fanta, a market follower in the fruit flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.
- Teens form Fanta's...