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| Fanta gets a new flavour | | | Early Times Reporter
Jammu | Feb 14
For the summer of 2008, Coca-Cola India today announced the launch of an integrated brand communication initiative for Orange flavored sparkling beverage –Fanta. The new integrated communication initiative has been designed to convey the ‘New Orangy Blast Formulation’. The “New Orangy Blast” offers an even better taste experience and is all set to target consumer taste buds like a blast! The strategic communication focuses on building a stronger connect with the youth, who are always on the look out for innovative and high impact experiences. The new campaign will also sport the new Fanta logo i.e. inclusion of a round Fanta ball that conveys creation of a massive Orangy Blast wherever it goes. As part of the new 360-degree communication effort, a range of initiatives including mass media advertising, leveraging outdoor media, consumer road shows is all set to be rolled out across all key markets.
According to Venkatesh Kini, Vice President, Marketing, Coca-Cola India, “Brand Fanta is known for providing a distinct ‘Orangy’ taste experience to all its consumers. Come summer of 2008, we took up the challenge to further enhance this experience by launching the New Orangy Blast formulation of Fanta. I am confident that the Fanta New Orangy Blast will find a special appeal amongst all Fanta drinkers as it packs in an extra punch which is stronger, orangy and more refreshing.“
The brand communication campaign is scheduled to be aired on all leading TV channels during the summer of 2008, beginning early March ‘08. The campaign has been conceptualized by Titus Upputuru, Senior Creative Director of Ogilvy & Mather and has been produced by Soda Films’ director Rajesh Krishnan. The advertising film has been shot in the picturesque locales of Goa. |
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