The marketing director of Coca-Cola Nigeria Ltd, Patricia Jemibewon, has said that in the flavours category, Fanta, a product by the Coca-Cola Company, is still the number one orange drink and Nigeria is the strongest market for Fanta. She was speaking during the launch of the new communication campaign for Fanta held on Tuesday, February 16th at The Marquee, Federal Palace Hotel, Victoria Island. She also said: “We have a brilliant bottling company – Nigerian Bottling Company; a great tasting product and we invest a lot behind the marketing”.
The campaign tagged ‘Play it better’ was officially showcased amidst play, fun and excitement and is expected to run till the end of 2016. This campaign will feature a total of four television adverts, one cinema material, three out-of-home executions and four radio adverts. The radio ads will be translated from English into Hausa, Igbo, Yoruba and Pidgin.
So why did Fanta come up with the ‘Play it better’ campaign? According to Jemibewon, the Fanta vision is to create more play in the world. “Fanta personifies play, fun and excitement. As such, we continually seek ways to engage and excite our consumers. Leveraging the ‘Play’ campaign platform, it is natural that the campaign has evolved into the next level which is ‘Play it better”, she said.
Since 2012, the Fanta campaign has revolved around the ‘Play’ theme and featured the Fanta characters – Maude, Tristan, Gigi, Floyd, Andy, Todd, Lola and Sun. Now, these characters have gotten older and are now in their early teens. “The new campaign prominently features the well-known Fanta characters who are now aged up and in their teens. In the different executions of the campaign, we see their playful, fun personalities come through as they navigate through typical teen tension moments. You will observe that they always take advantage of opportunities to engage in their fun interests anytime they meet up with their friends”, she said.
Since the theme of this ‘Play it better’ campaign is working through embarrassing moments, these characters show how they handle teenage tension through Fanta.
Teens between the ages of 13 to 15 being the target consumers, the objectives of this new campaign is to continue to drive brand relevance and emotional connection with them.
The company is also launching the monthly Fanta comics which will feature stories about the Fanta characters, crossword puzzles, word searches and fun games.
“We will also be taking our exciting campaign directly to our consumers and give them an opportunity to enjoy an ice-cold Fanta. The sampling activations will mainly be held in secondary schools and other teen locations throughout the country”, Jemibewon said.
Fanta comes in three distinct flavours – orange, apple and pineapple.
