Soul puts the focus on orange for Fanta animated 'vinyl' ad

Coca-Cola is backing its Fanta brand with an animated TV campaign, created by Soul, which is designed to appeal to children and adults.

The 30-second ad continues the "Why can't everything orange taste like Fanta?

theme, launched by Soul in a series of TV ads last July. "Rare vinyl

shows an animated man desperate to get a bottle of Fanta from a vending machine. He sees an orange record being played in a shop, and, thinking it tastes of Fanta, barges through a crowd to lick the disc with his elongated tongue. His friends manage to entice him back with a bottle of Fanta.

Another ad will be rolled out for the Icy Lemon variant in the summer, but the Coca-Cola Great Britain marketing director, Charlotte Oades, said it was important that the orange flavour was the main focus of the campaign.

"The animated evolution of the campaign was a winner with teens and young adults and we're looking forward to seeing it build on the brand's recent success,

she said.

The spot was written by Ben Steiner and art directed by Olly Pugh. It was directed by Geoffroy de Crecy through Partizan.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).