Context:
Peak winter. Little sunlight. The year begins grey. An opportunity for Fanta to uplift and stand out. Our goal was to boost sales among teens and young adults with Fanta’s colourful range of flavours across Europe.
Insight:
Gen Z are tired of being painted one colour. They’re multi-faceted. Multi-talented. And they want to show it. Just like Fanta isn’t only one colour, teens aren’t either. Our flavour range lets them choose any taste, for any moment.
Idea:
We discovered a powerful passion point: gaming. A space for creativity. For self-expression without limits. It’s also a perfect activity to stay indoors during the cold. So we connected gaming with Fanta’s colourful portfolio, letting Gen Z PLAY WITH THE COLOUR THEY WANT and win prizes.
Execution:
We partnered with Xbox for Fanta’s first-ever global gaming partnership, offering exclusive merch: consoles, controllers in Fanta colours, and Game Passes. The mechanic was simple: buy a Fanta, scan the QR code, enter the app for a chance to win. We launched in 18 markets, and Germany saw +320% store visits. With multi-channel activations across Twitch, Amazon, and beyond, Fanta turned the greyest season of the year into the most colourful one.
Bronze at Effie Awards Europe
