Fanta

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Fanta

  1. 1. Fanta Fanta Type Soft drink Manufacturer The Coca-Cola Company Country of origin Germany Introduced 1940 Variants See International availability Related products Sunkist, Crush, Slice, MirindaFanta (pronounced [faːnta]) is a globalbrand of fruit-flavored carbonated soft drinks from theCoca-Cola Company. There are over 100 flavors worldwide. The drink debuted in Germany in1941 and originally sold only in Europe.[1]Contents[edit] History
  2. 2. Fanta started back in the World War II days when a trading ban was placed on Germany by the Allieswhich meant the Coca-Cola Company wasn‟t able to import the syrup needed to produce Coca-Cola inGermany. Dr Schetelig decided to create a new product for the German market instead of Coca-Colawhich could be made using only ingredients available in Germany which at the time was mainly applefibre and a by-product ofcheese. It tasted of orange and was yellow coloured.The name Fanta comes from „fantasie‟ which is German for „imagination‟. And obviously the creatorneeded a good imagination to think that cheese and apple would make a good drink. The name waschosen by a salesman called Joe Knipp. The Coca-Cola Company liked this name and decided that‟s itsname. Fanta was the second drink to be produced by Coca-Cola, the first being the original Coca-Cola.Fanta originated when it became illegal to import Coca-Cola into Nazi Germany during WorldWar II due to a trade embargo.[2] To circumvent this, Max Keith, the man in charge of Coca-ColaDeutschland during the Second World War, decided to create a new product for the Germanmarket, using only ingredients available in Germany at the time,[2] including whey and pomace –the "leftovers of leftovers", as Keith later recalled.[3] The name was the result of a briefbrainstorming session, which started with Keith exhorting his team to "use their imagination"("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted"Fanta!"[3][edit] Marketing[edit] USAFanta is known for its upbeat advertising; in the United States, it showcases The Fantanas, acasted group of young female models, each of whom promotes an individual Fanta flavor. Forthe re-introduction of Fanta in the United States, Coca-Cola worked with the ad agency Ogilvy(NYC) in 2001. After a brainstorming session, the Ogilvy creative team of Andrea Scaglione,Andrew Ladden and Bill Davaris, created the tagline "Wanta Fanta!" which became the jinglefor the Fantanas in the broadcast campaign. The campaign lasted from summer 2001, in the formof a successful trial run, to October 1st 2006. Three years later, in June 2009, Fanta re-launchedthe campaign. They also held a talent search to find the Pineapple Fantana, and, in Septemberselected Shakira Barrera to become the fourth Fantana.[4] After Barrera won the search, she spenta year at her post, with the latter six months as an actual Fantana called Lily. Three monthsbefore her leave, another search was hosted, with the winner being Brittany Hampton. However,her name wasnt revealed as the campaign is now being put on hiatus for 2011. They arecurrently using the international campaign with the slogan of "More Fanta, Less Serious!".[edit] IndiaIn India, Fanta entered the market as a substitute for the then popular Indian soft drink GoldSpot. When Coca-Cola re-entered the Indian market in 1993, it bought Gold Spot from Parle andwithdrew it from the market in order to make space for Fanta.[edit] International availabilityMain article: International availability of Fanta
  3. 3. There are over 90 different flavors worldwide. In Romania, Serbia, Macedonia, Bosnia, India,and some other countries, there is "Fanta Shokata" (a wordplay between "soc" -elderberry inRomanian- and "shock") based on an elderflower blossom extract drink, traditional in Romania(where it is called Socată), Serbia, Macedonia, Bosnia and other Balkan countries. InSwitzerland and the Netherlands, the local blackcurrant is used to produce Fanta as well. Someidentical flavors have different names in different markets.The original formula of Orange Fanta, available in Germany, Austria, and other countries, iscompletely different from the drink marketed in the United States as Fanta Orange. The brandname goes before the flavor. The original contains orange juice and has a color similar to orangejuice, while the version made for the US market is artificially colored red-orange and does nottaste like fruit juice. The US version also contains brominated vegetable oil similar to otherorange/citrus drinks marketed in the US, such as Mountain Dew. This ingredient gives abeverage a candy-like flavor that seems to stick to the tongue; it is prohibited in India[5] andsome countries in Europe due to health concerns.[citation needed] The other three flavours introducedto the US in 2002 are not available in Germany; although in Germany lemon Fanta is available.Primary competitors to Fanta have included Tango, Mirinda, Slice, Sumol, Crush, and TropicanaTwister. Fanta was the second drink to be produced by Coca-Cola, after the original Coca-Cola.Fanta was recently relaunched in Singapore after being absent for a period of time .[edit] International popularity In Spanish culture, a "Pagafantas" (Fantapayer) is a man in love with a young woman who does not love him back. The phrase suggests always being the one paying for anothers soft drink.[6][edit] ControversyA 2005 British television advert for Fanta Z showed a couple enjoying a picnic on a beach anddrinking from their cans of Fanta Light, but then calmly spitting the drink out. Others were alsoshown spitting the drink out in similar ways. The viewers complained that the ad condonedspitting and that children were reported to have copied the ad. A head teacher said that a numberof children in the playground had also mimicked the commercial. The majority of complainantsto the Advertising Standards Authority (ASA) said the images were disgusting and thought itwas inappropriate because spitting posed a health risk. The ad became restricted to the post-9pmbroadcasts. The ASA agreed that viewers would not want children to see something that isperceived as anti-social, however it did not consider that the images showing people spittingwould cause widespread offense or pose a significant health risk.[7]
  4. 4. FantaFrom Wikipedia, the free encyclopediaJump to: navigation, search Fanta Type Soft drink Manufacturer The Coca-Cola Company Country of origin Germany Introduced 1940 Variants See International availability Related products Sunkist, Crush, Slice, MirindaSunkist, Crush, Slice, MirindaFanta (pronounced [faːnta]) is a globalbrand of fruit-flavored carbonated soft drinks from theCoca-Cola Company. There are over 100 flavors worldwide. The drink debuted in Germany in1941 and originally sold only in Europe.[1]
  5. 5. Contents[hide] 1 History 2 Marketing o 2.1 USA o 2.2 India 3 International availability 4 International popularity 5 Controversy 6 References 7 External links[edit] HistoryHistory of FantaFanta is manufactured by Coca Cola for international markets. It is best known as orange soda, although itcomes in grape, lemon, lime and other flavors. Until it comes in banana, orange is this monkeys flavor ofchoice.Fanta was born in the austerity of post-war Germany, when the Coca-Cola company had to use sugar beetrather than cane to sweeten it, and the name is based on ‘Fantasie’.In the period leading up to World War II, between 1930 and 1936, Coca-Cola set up a division of the company
  6. 6. in Germany, and continued that venture during the war.It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories.In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavoring andall the German-made Coke ingredients.Despite the increasing devastation caused by Allied bombing, for most the war the German Coke companymaintained profitable annual sales figures of about sixty million bottles.In 1960, Coca-Coca added its first new line in the United States, Fanta. Fanta products, which come in avariety of fruit flavors such as orange and grape, had been sold by Coke bottlers in other countries for manyyears.Whereas Sprite was an American campaign exported around the world, Fanta has its strength in overseasmarket.Fanta in the early 1970s, were attacked because they had artificial color. Competitors used this to demean theproduct even though the coloring was quite safe. The company replaced the artificial coloring with naturalcoloring, but the impact on product sales was severe for about five years before began to grow again.As leading global soft drink brand, Fanta launched a campaign building on overseas market positions andemphasizing Fanta as a fashion statement.In 1979, Coca-Cola entered the Soviet Union with Fanta Orange Soda.History of FantaFanta originated when it became illegal to import Coca-Cola into Nazi Germany during WorldWar II due to a trade embargo.[2] To circumvent this, Max Keith, the man in charge of Coca-Cola
  7. 7. Deutschland during the Second World War, decided to create a new product for the Germanmarket, using only ingredients available in Germany at the time,[2] including whey and pomace –the "leftovers of leftovers", as Keith later recalled.[3] The name was the result of a briefbrainstorming session, which started with Keith exhorting his team to "use their imagination"("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted"Fanta!"[3][edit] MarketingCoca-Cola is throwing its considerable weight behind Fanta with a global campaign running in 190countries.The fruit-flavored carbonated soft drink runs in elite circles, as one of just four $10 billion brands inthe Coca-Cola portfolio and the third brand to crack 2 billion cases. With an eye toward building thebusiness even further, Fanta is launching the latest iteration of the "Less Serious" campaign globally.Previous "Less Serious" efforts ran regionally in markets including Latin America, Europe, Africa andAsia.Fantas new spot, Chase, breaks on American Idol."Were putting a substantial amount of resources on this around the world," said Joe Tripodi, chiefmarketing and commercial officer, during a webcast today that also featured a number of high-levelCoca-Cola executives. "Weve been very focused on trademark Coke over the last few years, andwe want to make sure were giving the same level of attention to our flavor business, whether thatsSprite or Fanta. That will become an increased focus for the company."Mr. Tripodi declined to comment on the budget for the campaign. According to Kantar, Fanta spentjust $4.1 million in the U.S. last year, down from $7.4 million in 2006. Thats significantly less thanother similarly sized brands in the Coca-Cola portfolio.The campaign, which is being touted as the brands largest and most unified, debuts in the U.S. witha TV spot, "Chase," on "American Idol" tomorrow night. Spots will also run on MTV and BET. Print,out-of-home, in-store and digital elements will also be included. And a new global website replacesmyriad regional sites. Ogilvy & Mather, New York, led the effort, working with the agencys SaoPaulo and Paris offices.Teens and moms are key targets for the brand, leading executives to select a family-friendlyanimated creative concept. (Coca-Cola has been increasingly focused on teen consumers.) Fantaworked with Psyop, the same animation shop behind Coca-Colas "Happiness Factory," to create acast of multicultural animated characters meant to be between the ages of 18 to 20.
  8. 8. Jonathan Mildenhall, VP-global advertising strategy and content, said that in creating the charactersthe brand was careful not to make them too young. "Its important for us to add the right kind ofgravitas and social cool, so [Fanta] appeals to late teenagers," he said. "We want 16-year-olds, 17-year-olds to feel very cool when they pick up a bottle of Fanta."Already, the brand is particularly popular with multicultural teens, said Caren Pasquale-Seckler, VP-flavor brands portfolio for Coca-Cola North America. Multicultural teens are drinking Fanta two timesmore than the average teen and, in the U.S., two-thirds of the brands volume is attributed tomulticultural teens."[These multicultural characters] identify strongly with the U.S. consumer and, in particular, the teenconsumer," Ms. Pasquale-Seckler said. "The face of the nation is changing and the generalpopulation is embracing diversity more than they ever have before."Theres latent equity in this brand," Ms. Pasquale-Seckler continued. "We want to take advantage ofthat, put it on a big stage and do things like launch this campaign on American Idol."Recently, I had the pleasure of attending a few classes at Stanford University. This was in exchange for speakingabout The Coca-Cola Companys Content 2020 manifesto that sets out the creative mandates we have developed inresponse to our "Liquid and Linked" marketing agenda.One of the classes I took at Stanford was Professor of Marketing Baba Shivs class on innovation. I took pages andpages of notes but one of the headlines I keep coming back to is the observation that all organizations fall into one oftwo broad groupings when it comes to innovation.Type 1 organizations: These are big, traditional, bureaucratic, slow-moving organizations where people are genuinelyfearful of making mistakes.Type 2 organizations: These are much more open, transparent, creatively-driven organizations where innovation andrisk-taking are seen to be the lifeblood of the company.Amazon CEO Jeff Bezos sums up this type of culture when he says, A big piece of the story we tell ourselves aboutwho we are is that we are willing to invent."We are willing to think long term. We start with the customer and work backwards. And, very importantly, we arewilling to be misunderstood for long periods of time.
  9. 9. Think about it. How many stock-market listed companies can honestly say they are "willing to be misunderstood forlong periods of time"?As these classifications began to sink in, I realized that The Coca-Cola Company had been steadily moving from aType 1 to a Type 2 mindset. This mindset is catalyzed for us by Muhtar Kent, our Chairman and CEO, who hasencouraged us all to be "constructively discontent" at all times.Two recent accolades bear this out. The first is The Coca-Cola Companys upwardly mobile march onBloombergs Most Innovative Companies League. After several years of absence from this ranking, we re-entered in2008 at number 27. By this year, we had climbed to number 19.More recently the US publication, Ad Age, recognized The Coca-Cola Companys progress by naming us its Marketerof the Year 2011.As an organization, we are mindful of not believing our own press. However, both these accolades do help us plot ourongoing journey as we continue to embrace innovation across the company in order to deliver our Content 2020Vision.The 2020 Vision sets out a very clear and compelling, system-wide strategy for growth. At the heart of this strategy isan audacious objective: we aim to double the size of our business. I am happy to report we are on track to deliver thisgoal.Nonetheless, it is not going to be easy. We can only achieve this goal if we are prepared to disrupt and innovate allaspects of our business as a route to creating greater growth. From my vantage point, it will require evolving allaspects of advertising strategy and content excellence.Compared to other youth brands such as Nike, Levis and Apple, innovation for a brand like Coke cannot comethrough product enhancement. (As a company, we all remember the unhappy New Coke experience in the US). No,for us, Coke is Coke is Coke, The Universal Icon of Happiness. The product and brand essence do not change whichis why an innovation-driven marketing communication strategy is so vital for us if we are to continue building brandloyalty, brand love and, ultimately, brand value with new generations of teenage consumers all over the world.What this means is that we have created a mandate for continuous disruption in what we say, how we say it, wherewe say it and with whom we say it.To help guide this strategic intent we have developed an investment strategy for media and content spend. We callthe model "the 70/20/10 investment principle".Basically, it gives us a way of looking at all our communication plans across the business. The first segment relates to70% of our communications spend. This goes on low risk, "bread and butter" content. It pays the rent. Its ourpassport to the 20% or the 10%. Developing content for this segment should consume proportionately less time,perhaps as little as 50% of our hours.
  10. 10. Next, we have the 20% of our content where we innovate based on what we know works well. This content willengage more deeply with a specific target group but will still operate on a certain broad scale.Last, we have the high risk content that falls into our 10% segment. This involves brand new ideas. These may oneday become part of our 20% or even 70% segments. Equally, these ideas may well fail outright. We need to beprepared for them to succeed or fail, and to celebrate either outcome.If you take a look at our Fanta brand, for instance, you could argue that our TV commercials (see below), shoppermarketing and OOH communication fall into the 70% segment.Our Mime spoof is in the 20%……and the Big Bounce interactive experience is in the 10%.What I love about this approach is that not only does it encourage innovation across the entire portfolio but it actuallyrecognizes that we need to invest disproportionately in new ideas. This is because birthing any new idea takes adisproportionate amount of time. When you are trying to innovate, you will hear "No" more often than you hear "Yes"simply because it is easier for people to turn down unfamiliar requests or suggestions.And when you are working on 10% ideas, you have to overinvest in measurement because you are unlikely to havethe familiar benchmarks and metrics against to measure your progress.Typically, you will have to find new partners to work with. And, perhaps more importantly, you have to have theemotional stamina to fail. And thats hard. Really hard.That said, I have to confess that it does help a little to have innovators like Jeff Bezos or Muhtar Kent as CEOs. Icannot think what it would be like to work for an organization that didnt encourage all its employees to be"constructively discontent". After all, it is CEOs like these guys who allow you to be truly yourself and, in so doing,create the best work of your career.And thats what we are all supposed to do. All day every day.About the Author
  11. 11. Jonathan Mildenhall is Vice President, Global Advertising Strategy and Content Excellence, The Coca-ColaCompany, and Chair of Warc Prize for Innovation 2012. He is responsible for leading global creative vision andstrategy for The Coca-Cola Companys portfolio of global brands, including Coke TM, Sprite, Fanta, Juice andPowerade. He will chair the judgeswho will award the Warc Prize for Innovation 2012 in the spring. Prize entriesmust be submitted by January 31, 2012.[edit] USAFanta is known for its upbeat advertising; in the United States, it showcases The Fantanas, acasted group of young female models, each of whom promotes an individual Fanta flavor. Forthe re-introduction of Fanta in the United States, Coca-Cola worked with the ad agency Ogilvy(NYC) in 2001. After a brainstorming session, the Ogilvy creative team of Andrea Scaglione,Andrew Ladden and Bill Davaris, created the tagline "Wanta Fanta!" which became the jinglefor the Fantanas in the broadcast campaign. The campaign lasted from summer 2001, in the formof a successful trial run, to October 1st 2006. Three years later, in June 2009, Fanta re-launchedthe campaign. They also held a talent search to find the Pineapple Fantana, and, in Septemberselected Shakira Barrera to become the fourth Fantana.[4] After Barrera won the search, she spenta year at her post, with the latter six months as an actual Fantana called Lily. Three monthsbefore her leave, another search was hosted, with the winner being Brittany Hampton. However,her name wasnt revealed as the campaign is now being put on hiatus for 2011. They arecurrently using the international campaign with the slogan of "More Fanta, Less Serious!".[edit] IndiaIn India, Fanta entered the market as a substitute for the then popular Indian soft drink GoldSpot. When Coca-Cola re-entered the Indian market in 1993, it bought Gold Spot from Parle andwithdrew it from the market in order to make space for Fanta.[edit] International availabilityMain article: International availability of FantaThere are over 90 different flavors worldwide. In Romania, Serbia, Macedonia, Bosnia, India,and some other countries, there is "Fanta Shokata" (a wordplay between "soc" -elderberry inRomanian- and "shock") based on an elderflower blossom extract drink, traditional in Romania(where it is called Socată), Serbia, Macedonia, Bosnia and other Balkan countries. InSwitzerland and the Netherlands, the local blackcurrant is used to produce Fanta as well. Someidentical flavors have different names in different markets.The original formula of Orange Fanta, available in Germany, Austria, and other countries, iscompletely different from the drink marketed in the United States as Fanta Orange. The brandname goes before the flavor. The original contains orange juice and has a color similar to orangejuice, while the version made for the US market is artificially colored red-orange and does not
  12. 12. taste like fruit juice. The US version also contains brominated vegetable oil similar to otherorange/citrus drinks marketed in the US, such as Mountain Dew. This ingredient gives abeverage a candy-like flavor that seems to stick to the tongue; it is prohibited in India[5] andsome countries in Europe due to health concerns.[citation needed] The other three flavours introducedto the US in 2002 are not available in Germany; although in Germany lemon Fanta is available.Primary competitors to Fanta have included Tango, Mirinda, Slice, Sumol, Crush, and TropicanaTwister. Fanta was the second drink to be produced by Coca-Cola, after the original Coca-Cola.Fanta was recently relaunched in Singapore after being absent for a period of time .[edit] International popularity In Spanish culture, a "Pagafantas" (Fantapayer) is a man in love with a young woman who does not love him back. The phrase suggests always being the one paying for anothers soft drink.[6][edit] ControversyA 2005 British television advert for Fanta Z showed a couple enjoying a picnic on a beach anddrinking from their cans of Fanta Light, but then calmly spitting the drink out. Others were alsoshown spitting the drink out in similar ways. The viewers complained that the ad condonedspitting and that children were reported to have copied the ad. A head teacher said that a numberof children in the playground had also mimicked the commercial. The majority of complainantsto the Advertising Standards Authority (ASA) said the images were disgusting and thought itwas inappropriate because spitting posed a health risk. The ad became restricted to the post-9pmbroadcasts. The ASA agreed that viewers would not want children to see something that isperceived as anti-social, however it did not consider that the images showing people spittingwould cause widespread offense or pose a significant health risk.[7]VIEW OTHER COMPANY BRIEFSFanta unveils its latest campaign Taste thatmakes you jumpSection: TV Briefs Category: AdvertisingShareCompany BriefNew Delhi, February 16, 2012Inviting everyone to Jump with the delectable taste of Indias favorite orange flavored soft drink, Coca-Cola India has
  13. 13. launched a new campaign for its fun orange brand, Fanta. Taking its Zyada Fanta, Zyada MastiTM campaign to the next level, the new 360-degree initiative christened, Taste that makes you jump is in line with the core brand image of Fanta - reminding consumers about its great orangey, bubbly taste. The new campaign will reach out to teens and youth through an array of touch points including television ads, outdoor, radio, activation and social media. Speaking about the campaign, Anupama Ahluwalia, vice president – marketing at Coca-Cola India and SWA said, "Brand Fanta is known for its distinct playful imagery and its great Orange taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase "Play" in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to furtherstrengthen this connect."The new Fanta TVC has been conceptualised by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather PrivateLimited, with lyrics written by Amitabh Bhattacharya. Amit Trivedi who shot to fame with his critically acclaimed workin Dev D (2009) has composed the music. The Tamil version of the jingle has been composed by Vijay Antony. Vijaywon the 2009 Cannes Golden Lion for the famous Nakka Mukka commercial (for Times of India) in the Best of Musiccategory.Along with the mass-media campaign, Fanta, for the first time ever, will also engage with consumers through aspecial on-ground activation at select prominent locations in 42 cities across 10 States namely, Maharashtra, Punjab,Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar. Starting 15th February,Fanta will be extending its brand thought of "Taste that makes you jump" through a special experiential samplinginitiative. As part of this fun initiative, consumers will get a taste of the true magical Fanta experience throughinteractive games like trampoline, crystal ball, Fanta milestones, etc. Fanta, being the promoter of Play, believes incontagious, inclusive fun, which it will champion through this multi-city consumer activation.Storyboard of the AdThe visual story brings out how the taste of Fanta sparks fun. The 3D animated film features the exuberant, bubblycharacter called Gigi getting bored, when Tristan lands up with a bottle of Fanta. Everything is energized as soon ashe opens the bottle. Everybody starts jumping with fun. The party comes to an end as soon as they run out of Fanta.But guess what? Tristan comes with more Fanta and everyone jumps in the fun once again.Speaking about the new campaign, Ajay Gahalut, executive creative director, Ogilvy & Mather says, "Like theprevious campaign, the new ad film for Fanta is an international creative adapted for the Indian market. We haveused music to make the film relevant for India. This time around too, Amitabh Bhattacharya wrote the lyrics and AmitTrivedi scored the music for it. While the last film was based on the premise of Play, this time around the strategywas to highlight Taste that makes you jump. The lyrics are a reflection of that and the music too has a peppy,youthful flavour to it. We are sure that this song will be as big a hit with the youth as the last one. Interestingly, theTamil jingle has been done by Vijay Antony, who did the famous Nakka Mukka song. It has a similar flavour and beatas the Hindi one and were sure it will find immense popularity with the Southern consumers.NA AD AGENCY
  14. 14. The TVC opens at Genelia walking Thats when a few guys walk towards The girls look scared. Genelia down the street with a couple of them to play Holi. shakes up a bottle of Fanta. friends. And offers it to the boys in an Boys accept it and open the bottles VO: To Dikhao apne asli rang. attempt to avoid Colours. to a splash while the girls walk behind. The boys are all drenched in a huge The TVC ends with a VO: Holi Hai. gush of Fanta.Seated on a riksha, three girls request ...chai to peele." They explain Seeing that nothing much couldthe puller to go faster as he makes way their problem, "Arey bhaiya der be done, Rani suggests to herthrough a crowd. Refusing to do so he ho rahi hai." To which he friends, "Chalna Fanta peete
  15. 15. replies, "Isse zyada jaldi nahin chal responds impudently, "Arre to hain."sakta,... khud se chalalo."Taking a bottle of Fanta, she shakes it Just then a drum playing procession Next with the Fanta working its spell,and sprays the drink into her mouth. passes by and the girls, enjoying Rani eyes the driverlessObserving her, the other two also their drink start dancing to its beat. riksha and proposes a plan.follow suit.Getting on to the vehicle with Rani The driver breaks into a run after the Having got even with the driver, thetaking charge they fly through the girls, but failing to catch up gives up girls bring back the riksha and handstreets, taking both the riksha and its the chase and stands breathless it over to him, but he spurns them,puller for a ride. and fuming. "Arre hato madam."However, when they offer Finished with the riksha puller, the But the elephant getting whiff ofhim the Fanta, he grabs girls next spot an elephant and whats cooking in their minds, scootsthe bottle, showing no decide to take it for a ride. off. MVO: "Rang le dil khol ke,hesitation. Fanta."
  16. 16. A guy gets his two friends to „blast‟ Even as the pole gets damaged our A black belt in karate tries breakinghim. They make him stand on a guy does not get anything like a bricks on his head.skateboard, lace his shoes and ram „blast‟.him into a pole.The bricks break but the guy does Eager to get a „blast‟ at any cost he ...a golf club. Even as he gets hitnot feel anything. is now seen lying in a golf course with full power, he still does not gets waiting to get hit with... that „blast‟.His friends make him sit on a The building comes crashing down The moment he takes a sip of Fanta,demolition ball and pull the lever to but our guy, as before, does not he gets that „blast‟ he always wantedbring down a building. experience the „blast‟. to experience.The ad ends on the VO: “Fanta. Neworangy blast. Laga kya?”
  17. 17. OGILVY INDIA AGENCYThis animated TVC starts with the A boy enters with a bottle of "Fanta" As they take sips from the bottle, thescene of a room where a girl is seen in his hand. mood changes and they startlooking bored, idling her time. jumping with joy.The camera zooms out of the The camera then zooms out further Suddenly, everyone runs out of theirwindow to another house where and pans around showing the entire Fanta and all things seem to comeanother girl and a boy are seen city having fun with Fanta. Everything to an abrupt end.sharing Fanta and jumping around. is seen pulsating and jumping in sync as drops of Fanta spill and bounce around.
  18. 18. The boy, seen in the first shot,enters again with a bottle of Fantaand sprays it around, as everyonestarts bouncing once againFanta unveils its latest communication campaign ‘Taste that makes you jump’Posted by Adgully Bureau | February 17th, 2012 at 7:35 am -Inviting everyone to „Jump‟ with the delectable taste of India‟s favorite orange flavored softdrink, Coca-Cola India tomorrow launched a new campaign for its fun orange brand, Fanta.Taking its „Zyada Fanta, Zyada MastiTM‟ campaign to the next level, the new 360-degreeinitiative christened, „Taste that makes you jump‟ is in line with the core brand image of Fanta –reminding consumers about its great orangey, bubbly taste. The new campaign will reach out toteens and youth through an array of touch points including television ads, outdoor, radio,activation and social media.Speaking about the campaign, Anupama Ahluwalia, Vice President – Marketing, Coca-ColaIndia & SWA, “Brand Fanta is known for its distinct playful imagery and its great „Orange‟ taste.Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase“Play” in their life. The communication also reminds the consumers to enjoy the magic of itsdelicious taste. Fanta has a unique place in the minds of consumers and through the launch ofthis campaign, we aim to further strengthen this connect.”The new Fanta TVC has been conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy& Mather Private Limited, with lyrics written by Amitabh Bhattacharya. Amit Trivedi who shot to
  19. 19. fame with his critically acclaimed work in Dev D (2009) has composed the music. The Tamilversion of the jingle has been composed by Vijay Antony. Vijay won the 2009 Cannes GoldenLion for the famous „Nakka Mukka‟ commercial (for Times of India) in the Best of Musiccategory.Along with the mass-media campaign, Fanta, for the first time ever, will also engage withconsumers through a special on-ground activation at select prominent locations in 42 citiesacross 10 States namely, Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, WestBengal, Rajasthan, Uttar Pradesh and Bihar. Starting 15th February, Fanta will be extending itsbrand thought of “Taste that makes you jump” through a special experiential sampling initiative.As part of this fun initiative, consumers will get a taste of the true magical Fanta experiencethrough interactive games like trampoline, crystal ball, Fanta milestones, etc. Fanta, being thepromoter of Play, believes in contagious, inclusive fun, which it will champion through this multi-city consumer activation.Storyboard of the AdThe visual story brings out how the taste of Fanta sparks fun. The 3D animated film featuresthe exuberant, bubbly character called Gigi getting bored, when Tristan lands up with a bottle ofFanta. Everything is energized as soon as he opens the bottle. Everybody starts jumping withfun. The party comes to an end as soon as they run out of Fanta. But guess what? Tristancomes with more Fanta and everyone jumps in the fun once again.Speaking about the new campaign, Ajay Gahalut, Executive Creative Director, Ogilvy & Mathersays, “Like the previous campaign, the new ad film for Fanta is an international creativeadapted for the Indian market. We have used music to make the film relevant for India. Thistime around too, Amitabh Bhattacharya wrote the lyrics and Amit Trivedi scored the music for it.While the last film was based on the premise of „Play,‟ this time around the strategy was tohighlight „Taste that makes you jump‟. The lyrics are a reflection of that and the music too has apeppy, youthful flavour to it. We are sure that this song will be as big a hit with the youth as thelast one. Interestingly, the Tamil jingle has been done by Vijay Antony, who did the famous„Nakka Mukka‟ song. It has a similar flavour and beat as the Hindi one and we‟re sure it will findimmense popularity with the Southern consumers. Fantas new TVC with Rani launches 25 March Indiantelevision.com Team (24 March 2004 5:00 pm)MUMBAI: Summer beckons and with that the cola war begins. Coca-Cola India is all set tolaunch yet another ad campaign for its orange drink Fanta with brand ambassador RaniMukherjee.The campaign Rang Le Dil Khol Ke will launch on 25 March across all Hindi and Tamilchannels and builds on the last year‟s popular campaign Dil Khol Ke and has been
  20. 20. conceptualized by Ogilvy & Mather (Mumbai).The company also launched Fanta in a 600mlpack size (500ml+100ml free) at Rs 15across all key markets in India, keeping intune with its affordability strategy. This newinitiative is backed by a Fanta televisioncommercial (TVC) with the popular actressSimran, and is running across all Hindimainline channels, besides on-groundmarketing activities and promotions. Rani Mukherjee in the new Fanta TVC"Fanta is currently the market leader in theorange drinks category and is identified as The Fun Catalyst among the youth," says CocaCola India vice president Sunil Gupta. He adds, "Our campaigns this summer, will befocusing on consumer insights and consumer connect." Fanta has been projected as a drink which stands for its vibrant color, tempting taste that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This mood has been effectively captured in the latest Fanta TVC, which shows Rani Mukherjee playing a prank on an auto rickshaw driver along with her friends. Thinking up a prank – MukherjeeFanta gets 3D campaign for youthsMumbai, Mar 10 (IBNS) Re-introducing the elements of fun and masti in the lives of its young consumers, Coca-Cola India has launched an integrated 3D communication program for brand Fanta, country’s popular orange-flavored sparkling beverage.
  21. 21. The campaign has been launched with a complete bold and distinctive new look (visual identitysystem), which would be featured on all Fanta executions including a complete packaging re-launch,said the company.Re-introducing the elements of fun and masti in the lives of its young consumers,Coca-Cola India has launched an integrated 3D communication program for brand Fanta, countryspopular orange-flavored sparkling beverage.The campaign is supported by a fresh 3D animated film, featuring exuberant, bubbly characterscalled the Fanta Crew.The latest summer campaign focuses on building a stronger connect with theyouth, who are always on the lookout for innovative and high impact experiences.The strategic initiative brings out the visual distinctiveness of Fanta through clutter-breaking visualsand captures the mischief and humor in every moment of life, with the unique Fanta twist of fun.According to Srinivas Murthy, Marketing Director-Flavours, Coca-Cola India, “After realizing that theconsumers today have forgotten how to have fun amidst several tensions and are unable to strike abalance between school ,career, friends, family and oneself, Fanta decided to re-introduce theelements of fun and masti in their lives through the latest campaign.”Storyboard of the AdThe latest communication is in form of fresh 3D animated film featuring exuberant, bubbly characterscalled the Fanta Crew.The TVC opens with a teenage girl sitting in a park, drinking Fanta andenjoying the day. She takes a sip of her Fanta, post which her vision of the world undergoes atransformation.When she looks through her Fanta bottle, all the people around her seem to be in amore playful mood, while the whole park is transformed – the trees, grass, sun, everything is bright,bold and orange.The TVC ends with people playing in the foreground, and the whole place seemsmore playful.
  22. 22. This Summer Fanta Re-Introduces the Elements of Fun and Masti through its latest, Zyada Fanta,Zyada Masti campaignIntegrated brand communication effort to leverage Out-of-Home (OOH) media, digital platforms, on ground initiativesand mass media communication Latest campaign emphasizes on the core idea of making lives a lot less serious, a lot more fun! through Fantas powerful new philosophy - Zyada Fanta, Zyada Masti. Communication targeted at the youth of today, who are always on the lookout for innovative and exciting experiences in their increasingly serious lives. The campaign is a supported by a fresh 3D animation film featuring exuberant, bubbly characters called the Fanta Crew, who bring in Zyada Masti wherever they appear. The bold and distinctive new look of the campaign to feature on all Fanta executions including a complete packaging re-launch. Conceptualized by Ogilvy & Mather, New York and finalized for Indian audiences by Ogilvy & Mather, India. The animation has been executed by New York based agency, Psyop. Foot-tapping music score by Music composer, Amit Trivedi and lyricist, Amitabh Bhattacharya (Dev D and No one killed Jessica fame) further add to the emotional appeal of the communication. In-addition to mass media, the 360-degree communication initiative to include roll out of out-of-home (OOH) media, radio, internet and on-ground activation. 10New Delhi, March 2011: Re-introducing the elements of fun and masti in the lives of consumers, Coca-Cola Indiahas launched an integrated communication program for brand Fanta, countrys largest-selling orange-flavoredsparkling beverage. The 360-degree initiative under the aegis of Fanta Zyada Fanta, Zyada Masti is in line with thecore brand image of Fanta - inviting consumers to make their lives a lot less serious and a lot more fun!! Thecampaign has been launched with a complete bold and distinctive new look (visual identity system), which would befeatured on all Fanta executions including a complete packaging re-launch. The campaign is supported by a fresh 3Danimated film, featuring exuberant, bubbly characters called the Fanta Crew. To deliver the strategic messaging, arange of integrated communication program including Mass Media Advertising, Out-of-Home Media, radio, digital,interactive consumer road shows has been rolled out across all key markets.The latest summer campaign focuses on building a stronger connect with the youth, who are always on the lookoutfor innovative and high impact experiences. The strategic initiative brings out the visual distinctiveness of Fantathrough clutter-breaking visuals and captures the mischief and humor in every moment of life, with the unique Fantatwist of fun. The new campaign ingeniously uses 3D animation to get the desired look and feel and at the same timeadds a new dimension, making it more appealing. As a part of the initiative, the Fanta Crew characters will bring alivethe Fantas message on TV, Outdoor, on-ground and will interact with select consumers at key hotspots and luckyconsumers at their homes!According to Srinivas Murthy, Marketing Director-Flavours, Coca-Cola India, "Brand Fanta is known for itsdistinct Orangy taste and for providing fun-filled, exuberant experience to all its consumers. After realizing that theconsumers today have forgotten how to have fun amidst several tensions and are unable to strike a balance betweenschool ,career, friends, family and oneself, Fanta decided to re-introduce the elements of fun and masti in their livesthrough the latest campaign. Zyada Fanta , Zyada Masti communication showcases that it is important to see thefun, exciting & and playful side of life every now and then. I am confident that the consumers will connect with thelatest communication and find it appealing."
  23. 23. More about Fanta – Zyada Fanta, Zyada Masti communication InitiativeThe 360-degree communication program involves the roll out of a range of initiatives such as out-of-home (OOH)media, radio, internet and on-ground activation. Conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy &Mather Private Limited and his team , the Zyada Fanta, Zyada Masti animation film has been executed by New Yorkbased agency, Psyop (Director: Marco Spier, Marie Hyon, Gerald Ding, Producer: Nathan Jew). The mischievous andinfectious background score has been compiled by music composer Amit Trivedi and lyricist Amitabh BhattacharyaofDev D/No One Killed Jessica fame.Storyboard of The AdThe latest communication is in form of fresh 3D animated film featuring exuberant, bubbly characters calledthe Fanta Crew. The TVC opens with a teenage girl sitting in a park, drinking Fanta and enjoying the day. She takesa sip of her Fanta, post which her vision of the world undergoes a transformation. When she looks through her Fantabottle, all the people around her seem to be in a more playful mood, while the whole park is transformed – the trees,grass, sun, everything is bright, bold and orange. The TVC ends with people playing in the foreground, and the wholeplace seems more playful.Speaking about the Zyada Fanta , Zyada Masti campaign, Ajay Gahalut, Group Creative Director, Ogilvy &Mather says, "The new campaign is indeed very different from what we have done in the past. The latest campaign isinfused with elements of fun and masti which is line with brand Fantas powerful new philosophy. We went with AmitTrivedi and Amitabh Bhattacharya as they are well attuned to the pulse of todays youth. Together we have come upwith a jingle which is infectious, mischievous and we are confident it will be a Hit. The entire campaign has also beenexecuted beautifully and we are sure that everyone will find it appealing"69 STORYBOARDS FOUND FOR THE KEYWORD ‘OGILVY INDIAAAegon Religare Life Insurance Amul Body Warmer Amul Macho Anchor White ToothpasteApsara Asian Paints Asian Paints Apex UltimaBBajaj Discover Bajaj Pulsar 220 Bank of India BingoBingo Mad Angles Bingo Tangles Bosch Bournvita Lil ChampsBrooke Bond Red Label BruC
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