Fanta to launch global campaign to lift sales

LONDON - Coca-Cola is to roll out its first global campaign in five years for the Fanta brand on Monday (12 April) to tempt consumers to 'Grab a Taste of Friday', with the UK set for an advertising, experiential and promotional blitz.

As Marketing revealed in December, the global occasion-based activity aims to encourage consumers to re-appraise the brand following a drop in sales.

The activity spans TV, led by the Fanta team and Ogilvy Paris, as well as outdoor, on-pack, experiential and digital activity.

It aims to promote the less serious attitude of the brand and give Fanta the chance to engage with its core audiences of mums and teens in a fun and entertaining way. The ad includes the soundtrack from a Ting Tings track.

Fanta is also launching new pack designs, by Epoch Design. In the run-up to the summer there will also be an on-pack promotion on two litre bottles and special offer cards will be inserted in six-packs.

A UK-wide experiential campaign, created by BD Network will also roll out this month with sampling teams dressed in attention-grabbing uniforms. Consumers at the detainations, including Thorpe Park and The O2, will also be offered chance to have photos with "cut outs" of Fanta characters from the ad.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, said: "'Grab a Taste of Friday' is a time-specific call to action that celebrates the fact that Friday is the beginning of the most enjoyable, less serious part of the week.

"The platform is a big, simple and universal idea that will enable us to drive meaningful trial with mums and teens alike."

The brand's UK sales have dropped over the past few years, falling from £114.5m in 2008 to £108.1m for the year to October 2009.

The first stage of the global campaign in the UK launched in December in the form of a countdown to Friday clock. Created by design company Sedley Place, the clock appears on an ad screen in London's Piccadilly Circus.

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