Reconnecting Fanta with Gen Z teens.
Fanta Campaign 2024
My role: Art Director / graphic designer / copywriter
SMP: “Fanta takes you back to a simpler time.”
Fanta has always faced the problem that once children reach teenagehood, they grow out of Fanta and favour other drinks. Fanta wanted to reposition itself as the sparkling soda drink for older Gen Z teens.
SOLUTION
The big idea was positioning Fanta as a nostalgic experience that transports Gen Z teens back to the 90s. Gen Z tends to crave nostalgia for a time just before they were born, the 90s, as their perception of that time is that life was more simple and fun.
EXECUTION
A range of out-of-home ads were created to achieve the desired outcomes for this campaign. Use of colours and typography associated with the 90s era, as well as terminology of the time period, were used to reach our target audience.
These 3 adshels and 1 billboard position the Fanta liquid as the transformative substance that takes a range of different individuals back to the 90s, as they engage in activities related to the era.
ANALYSIS
The campaign created a cohesive and consistent narrative across the executions, and allowed scope for expansion including into different mediums such as video and radio.
The advertisements would need to be strategically deployed and shown to a greater audience to determine how effective they are at getting those Gen Z teens to head to the shop and buy a Fanta instead of whatever else they were going to buy before seeing the ads.
