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ADVERTISING CAMPAIGN AND STRATEGIES USED BY FANTA CO.
Fanta was created in Germany in 1940 by The Coca-Cola Company after they were unable to import Coca-Cola syrup into Nazi Germany. It became very popular in Europe and was later expanded globally. Today Fanta comes in over 70 flavors worldwide and is a leader in the orange-flavored soft drink category in many countries. It targets youth and positions itself as a fun, vibrant brand that uplifts mood.
ADVERTISING CAMPAIGN AND STRATEGIES USED BY FANTA CO.
- 2. FF FANTA INFLASHBACK After the US entered the war in 1941 Max Keith couldn't get Coca Cola syrup from America to make Coke so he invented a new drink out of the ingredients he had available to him and made it specifically for the Nazi market and the Third Reich. The drink was called Fanta
- 4. • A favouritein Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960. • Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and fruit flavours have their own solid fan base. • Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta is still a Coca-Cola product, and today it comes in seventy different flavours
- 5. FANTA-STIC INTRODUCTION • Fantaentered the Indian market in the year 1993 perceived as a fun youth brand. • Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. • Over the years Fanta has occupied a strong market place and is identified as the "THE FUN CATALYST" AD
- 6. FANTA AROUND THEWORLD EUROPE AUSTRALIA ASIA NORTH AMERICA SOUTH AMERICA AFRICA LIGHT PINK KISS SOUR APPLE BEETROOT PIÑA BAMBOOCHA NAARTJIE SOUR SKIIZ ORANGE MINT TAMARINDO BLACKCURRANT SOUR CHERRY WATERMELLON STRAWBERRY SHOKATA GRAPEFRUIT MUNDO MANGO TAI ZARZA ORANGEADE SPIDER EXOTIC THRILL PASSIONFRUIT TOFFEE TUTTI-FRUTTI HERBOSA LEMONADE LACTIC WHITE SHAKIN' SHOKATA GREEN GOBLIN FROZEN BANANA KOLITA WATERMELON GRAPE CHOCOLATE PINEAPPLE- GROOVY APPLE KURABU SODA RED CREME SODA UVA ORANGE SPIDER GRAPEFRUIT ICY LEMON BLUE LEMONADE AO RINGO ZERO ORANGE EXOTIC FRUITS ORANGE-MANGO FREE ANANAS GREIPPI PINEAPPLE TROPICAL APPURU MIKKUSU RED TANGERINE PACHANGA ELEKTRIK MELON GRAPEFRUIT FREE FRAMBOISE ET GOORUDEN PAMPLEMOUSSE WILDBERRY APPLE VANILLA MARACUJA RASA FRUIT PUNCH GUREEPU ROSE
- 7. MISSION • To refresh the world- in body, mind MISSION and spirit -VISION- • To inspire moments of optimism- through our brands and our VALUES actions • To create value and make a difference- everywhere we engage
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- 10. STP For all people seeking a soft SEGMENT drink for regular occasions, parties All age groups Lower, middle and TARGET GROUP upper class people POSITIONING Fun youth brand
- 11. SWOT Analysis 1.Excellent branding and advertising STRENGTH 2.Excellent distribution and availability 3.Popular among youth 1.Aerated drinks not popular with health conscious people WEAKNESS 2.No Fruit content but still advertised as Orange drink
- 12. SWOT Analysis 1.Leverage successful brand Coca Cola OPPORTUNITY 2.Buy out competition 3.More Brand recognition 1.Threat from other aerated drinks competitors 2.Threat from substitutes like fruit THREATS juices 3.Boycott from health conscious people
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- 17. To introduce thenew Fanta bottle to a few North American test markets: Fanta New Bottle 2012 AD
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- 19. MARKET SHARE OFORANGE FLAVOURS IN INDIA 15% (Other 9% orange (Fanta) flavoured drinks Total of Rs. 9000 crore soft drink market
- 20. PRODUCT: CANS OR BOTTLES-(370ML CAN, 600ML BOTTLE) PROMOTION: PUSH AND PULL MARKETING PLACE: RETAIL SHOP OR BIG STRATEGY MIX SUPERMARKET PRICE: DEPENDS ON COMPETITOR’S PRICE
- 21. Media Mix Lhava Twins Facebook activity and at its core, a Facebook app which houses Fanta City, an animated world with games, missions and a range of prizes to be won, including cinema tickets and trips to Alton Towers.
- 22. IAB Awards2012 winner – Fanta Play zone “Fanta encourages youth market to Chase the Taste” AD
- 23. The big draw,is the chance for teens to win a three-night stay in the Fanta House in Cornwall, complete with pool, personal chef, games room and home cinema and the opportunity to throw a lavish party during their trip. Games like Big bounce by creating surprises AD
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- 28. BRAND CHARACTER VS. BRAND AMBASSADOR AD
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- 30. SOCIAL RESPONSIBILITY As shownby the current playground tests carried out by TÜV Rheinland in 2011/12, there are, unfortunately, many playgrounds in Germany that fall short in terms of safety and creative play value. It is as a result of this that Fanta, together with the German Children’s Fund and TUV Rheinland, has created the Fanta Playground Initiative, which is designed for the long-term benefit of German playgrounds.
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- 32. ORANGE FANTA ‘BOUNCE’ SURVIVESCHILD RELATED ADVERT Coca –cola brand Fanta has escaped censure for a UK advert that the Children’s Food Campaign(Sustain) claimed encouraged excessive consumption of the drink and poor nutritional habits AD
Editor's Notes
- #3 Fanta is a global brand of fruit-flavored carbonated soft drinks from the Coca-Cola Company. There are over 100 flavors worldwide. The drink debuted in Germany in 1941 and originally sold only in Europe.Fanta came by its name thanks to Keith's instructions to employees during the contest to christen the beverage — he told them to let their Fantasie [Geman for fantasy] run wild. Upon hearing that, veteran salesman Joe Knipp immediately blurted out Fanta. This new soda was often made from the leavings of other food industries. (Remember, Germany did have a bit of an import problem at that time.) Whey (a cheese by-product) and apple fiber from cider presses found their way into the drink. As for which fruits were used in the formulation, it all depended on what was available at the time. In its earliest incarnations, the drink was sweetened with saccharin, but by 1941 its concocters were permitted to use 3.5 percent beet sugar
- #4 Fanta came by its name thanks to Keith's instructions to employees during the contest to christen the beverage — he told them to let their Fantasie [Geman for fantasy] run wild. Upon hearing that, veteran salesman Joe Knipp immediately blurted out Fanta. This new soda was often made from the leavings of other food industries. (Remember, Germany did have a bit of an import problem at that time.) Whey (a cheese by-product) and apple fiber from cider presses found their way into the drink. As for which fruits were used in the formulation, it all depended on what was available at the time. In its earliest incarnations, the drink was sweetened with saccharin, but by 1941 its concocters were permitted to use 3.5 percent beet sugarTen years later, Coca-Cola faced a crisis. Pepsi had started introducing different beverage flavors in the 1950s,
- #14 Now Fanta is in Maturity stageExtension strategies include repackaging a product to keep up to date, Expanding sales abroad, discounting and total rebranding.
- #15 USP : Vibrant color, tempting taste and tingling bubblesApproach in 190 Countries WorldwideFanta has, over the years, used a number of taglines that reinforce its position as a drink for the young generation. The new campaign also ushers in a new tagline for Fanta: Taste that makes you jump.Fanta had made some changes in the formulation (and hence, its taste). One has been dropped in favour of the current one on ‘Bunking’.On one of the tagline changes, Ajay Gahlaut, group creative director, Ogilvy India, says that the core of Fanta hasn’t altered: it has always been centred on fun. With the latest one in the list, the same positioning has been taken a step ahead. “The youth’s idea of fun is going against the norm or going against the establishment. In their lingo, the one word that encapsulates this phenomenon is ‘Bunk’,” he says.
- #19 Crush: Dr Pepper Snapple GroupMirinda: PepsicoMinute maid pulpy: Coca cola company
- #21 Product strategy:features such as container grabbing and holding easily have all been carefully combined to deliver the core benefit or service.Place strategy: Fanta is more used by businesses such as retail shop or big supermarket than general public, because people are able to purchase in retail shop or big supermarket. However, because consumers do not spend a lot of time on looking for Fanta, if consumers cannot find Fanta easily in ship, they accept a substitute product soon. Price strategy: Due to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.Promotion strategy: It employs both push strategy through promotions and pull strategy through advertisements and campaigns.
- #22 Fanta is the first brand we’ve come across to run a game through Facebook Timeline, and it’s pretty clever
- #23 A mobile gaming-based campaign with custom-built games (iPhone and Android) was developed to engage teenagers, with integrated Facebook and outdoor activity, inviting them to play when they were at their most receptive: during their commute or when just hanging around with friends.Over 36,000 people downloaded the app, which resulted in over 102,000 visits. To put this into context, at 2.6 minutes per visit, with an average of six visits per user, each user was spending an average of 11 minutes playing and engaging with the brand.Most importantly, the campaign had the desired impact on the bottom line with sales of Fanta increasing by 12.3% year on year.IAB : Interactive Advertising Bureau---- is an international interactive advertising awards ...
- #24 Coca-Cola has had success engaging teenagers with the brand through the use of music before, so it’s hoped that the soundtrack to Fanta’s new campaign will hit the same note. Zoe Howorth, Market Activation Director at Coca-Cola Great Britain, said: “2012 is set to be an exciting year for Fanta. The campaign builds on the success of our previous ‘More Fanta, Less Serious’ activity and will allow the brand to engage directly with our teen audience.
- #25 Daya..sushma of abroad :DFanta is known for its upbeat advertising; in the United States, it showcases The Fantanas, a casted group of young female models, each of whom promotes an individual Fanta flavour. After a brainstorming session, the Ogilvy creative team of Andrea Scaglione, Andrew Ladden and Bill Davaris, created the tagline "Wanta Fanta!" which became the jingle for the Fantanas in the broadcast campaign. The campaign lasted from summer 2001, in the form of a successful trial run, to October 1st 2006. Three years later, in June 2009, Fanta re-launched the campaign. They also held a talent search to find the pineapple Fantana, and, in September selected Shakira Barrera to become the fourth Fantana. After Barrera won the search, she spent a year at her post, with the latter six months as an actual Fantana called Lily. Three months before her leave, another search was hosted, with the winner being Brittany Hampton. However, her name wasn't revealed as the campaign is now being put on hiatus for 2011. They are currently using the international campaign with the slogan of "More Fanta, Less Serious!". “Wanna Fanta, Don’t You Wanna?”
- #26 The Fanta girls, known to fans as "The Fantanas", took the world by storm in 2002. Their infectious cry of "Wanna Fanta, don't you wanna?" personifies effective company advertising. Each member of The Fantanas represents a Fanta flavor (strawberry, orange, pineapple, and grape), and the luscious ladies proved to be so popular that they even have their own MadTV parody and many girls dress up as them every Halloween. Even though there have been several sets of Fanta girls since the original, these soda-pop songbirds are still a hit!
- #27 Fanta roped in GeneliaD’Souza to endorse both the flavours from the Fanta stable (Apple and Orange). Prior to D’Souza, South Indian actor Trisha endorsed Fanta for a year. Trisha had replaced RaniMukherji, who had endorsed the brand for three years during 2003-06, while actor Simran endorsed the brand for the South Indian market for two years (2002-04). Now Tamana Bhatia for south IndianThe campaign have a presence across all media such as television, print, outdoor and radio. The jingle leveraged on radio and onon-ground programmes as well.The music has been given by R Anandh, who has given the music for the Limca ad and the Sprite Express film.
- #28 On the 29th of February, Fanta posted a status update saying that the leap year day had thrown Fanta time out of kilter and four Fanta characters, Gigi, Lola, Floyd and Tristan had been brought into the past and hidden in the timeline. The first character hidden was Gigi; users were given the clues to identify the year she was in, and then had to ‘like’ an image of here to bring her back to the present.
- #29 So what’s the difference between the two?Both well-represented the attitude of the brand.That is the dilemma.It comes down to four factors: Target customer, Brand budget, Company strategy, and Competition.First and foremost it is the Target Customer. After all, the whole idea of advertising is to communicate the brand value proposition to the target customer.Now whether the company should go for a brand ambassador or brand character depends on the target customer.Then we should consider the brand budget.Animated characters are more economical. Plus the animations are more flexible and customized. Another plus side is that there is no dealing of star tantrums. Then there is no fear that the character would be using a competitor’s brand. Moreover animated characters have more life.
- #30 An Experience of a person in Public Relation Campaign : On Camden station a very nifty PR campaign was being conducted by Fanta. A group of people clothed in bright orange T-shirts with the Fanta logo across the front were shouting ‘More Fanta, Less serious’ in front of a giant Fanta can shaped ice cooler. I immediately took a Free mini can of Fanta, one for my boyfriend and me. As you may already know, there are no bins in London and I came across this in the station.
- #31 TÜV Rheinland(TechnischeÜberwachungs-Vereine-Technical Inspections Organizations) is a global provider of technical, safety and certification services. Originally called the Dampfkessel-Überwachungs-Verein (DUV)Servicestechnical servicesmarket access servicescertification servicesinspection servicestesting servicesproduct safety
- #33 http://www.beveragedaily.com/Regulation-Safety/Orange-Fanta-Bounce-survives-child-related-advert-complaintCharity also claimed in its complaint to the UK Advertising Standards Authority(ASA) that online video ad from 2011 suggested drinking Fanta would make kids more popular and confident