Fans will be left asking, "What the Fanta?! ", after discovering a limited-edition lineup of mysteriously flavored Fanta beverages. Colorful beverages in blue, green, peach, and orange were formulated to fool senses and challenge tastebuds. There will be a variety of flavors available across retail and restaurant channels, including 20-ounce bottles, fountain dispensers, and frozen formulations.
"Teens today are always looking for new experiences to engage in with their friends, but we know that they haven’t found much worth sharing about when it comes to soft drinks at convenience stores," says Dane Callis, Senior Brand Manager, Fanta North America. "With ‘What the Fanta’, we’ve created a campaign that not only gives our fans new bold flavors to try—we’ve given them an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game."
Fanta encourages fans to guess the flavors by using #WhatTheFanta on Twitter, Instagram, Facebook, and other social media channels.
Gamified Mystery Drink Experiences
'What the Fanta' is a New Campaign from Coca-Cola
Trend Themes
1. Limited-edition Flavors - Creating unique, mysterious and fun flavors in limited runs can increase consumer engagement and interest.
2. Gamification Campaigns - Gamifying product campaigns with social media challenges can boost consumer interaction and awareness.
3. Sensory Experience Beverages - Creating unexpected sensory experiences in the beverage category can help stand out in a crowded market.
Industry Implications
1. Beverage Industry - Experimenting with limited edition flavors can help create buzz and excitement in the beverage industry.
2. Advertising Industry - Innovative gamification campaigns can revolutionize advertising campaigns in the industry.
3. Social Media Industry - Gamification campaigns that utilize social media as a marketing tool can help revamp social media engagement in the industry.