Fanta

Project Overview

Fanta Rebranding

Time:Oct 15th - Dec 22th 2023

Fanta(The Coca-Cola Company) | Young Ones 2024 Brief

Fanta has always been perceived as a kid's brand. Once kids become teens, they grow out of Fanta quickly. Out of sight, and out of mind. We want to reposition Fanta as the sparkling soda brand for teens.But first, we have to get them to notice us in a big way.Your challenge? Create a headline-breaking Fanta brand act that shows how our brand and product can play a role in popular culture that appeals to teens.

Make Fanta relevant to 18 year-olds.

My family tradition is buying Coke, Sprite, and Fanta for annual gatherings. In China, Fanta remains the top choice for orange soda lovers. I’m interested in researching Fanta’s situation in the U.S. and aim to reposition its target audience from kids to 18-year-olds.

Rsearch

Average Screen Time for Teens (2023)

According to the latest available data, teenagers spend 7 hours 22 minutes per day in front of screens. That equates to 43% of a teen’s waking hours.

Teenagers devote the largest proportion of their screen time to TV/videos - 3 hours 16 minutes. That’s almost 2x more than any other screen-based activity.

Gaming (1 hour 46 minutes) and social media (1 hour 27 minutes) make up the rest of the top three.

Brian Storm

Fanta teams up with the cyberpunk universe where teens create their own avatars. Fanta brings the energy—exclusive in-game items, power-ups, and that vibrant, fresh vibe. It’s all about mixing Fanta’s style with the futuristic edge of cyberpunk.