Actively involved in creative strategy, design, concept development and copywriting for multiple Fanta campaigns from 2015-2018. Below are some of the campaigns I have worked on.
Fanta Campaigns
Play #Fanta100 2016
Role: Creative Manager/Copywriter
Challenge: With the endless demands of schoolwork, teens hardly find time to have some fun with their friends and make memories.
Idea: This is where Fanta steps in! By taking inspiration from the classic game of spin the bottle, Fanta packaging added actual dares on the packaging. Teens only had to scratch the label to add some Fanta fun to their lives.
Touch Points: ATL/BTL & Digital
Results: There was +10% Brand Engagement, +30% increase in social media traffic and 50% increase in Instagram followers.
Fanta Teens Takeover 2017
Role: Creative Manager/Copywriter
Challenge: For brands, trying to be teen is Dangerous. Today’s teens get marketing, they know the tricks and they smell the B.S. Teens see through the use of global celebrities, they don’t need edgy fashion and mainstream music is lame.
Idea: To join teen culture, we gave up controls of the brand and let teens take over Fanta, which is against conventional wisdom, but we went for it! The campaign focused on teen habits, from enabling them to create fun digital content to having their favorite snacks – chips and drink.
Touch Points: ATL/BTL & Digital
Results: Across all 14 markets sales increased by almost double set targets. Teen penetration rose 3.3% and volume sales increased 3.7%
