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FF FANTA IN FLASHBACKAfter the US entered the war in 1941 Max Keith

couldn't get Coca Cola syrup from America to

make Coke so he invented a new drink out of

the ingredients he had available to him and

made it specifically for the Nazi market and the

Third Reich. The drink was called Fanta

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A favourite in Europe since the 1940s, Fanta

was acquired by The Coca-Cola Company in1960.

Fanta Orange is the core flavour, representing

about 70% of sales, but other citrus and fruitflavours have their own solid fan base.

Fanta sells best in Brazil, Germany, Spain,

Japan, Italy and Argentina. Fanta is still aCoca-Cola product, and today it comes in

seventy different flavours

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FANTA-STIC INTRODUCTION

Fanta entered the Indian market in the year1993 perceived as a fun youth brand.

Fanta stands for its vibrant color, tempting

taste and tingling bubbles that not just upliftsfeelings but also helps free spirit thusencouraging one to indulge in the moment.

Over the years Fanta has occupied a strongmarket place and is identified as the "THEFUN CATALYST"

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STP

SEGMENTFor all people seeking a softdrink for regular occasions,

parties

TARGET GROUPAll age groups Lower, middle and

upper class people

POSITIONING Fun youth brand

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FANTA FLAVOURS

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COMPETITORS

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MARKET SHARE OF ORANGE

FLAVOURS IN INDIA

9%

(Fanta)

15%

(Otherorange

flavoured

drinks

Total of Rs. 9000 crore soft drink market

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Media Mix

Facebook activity and at its core, a Facebookapp which houses Fanta City, an animated world

with games, missions and a range of prizes to bewon, including cinema tickets and trips to AltonTowers.

Lhava Twins

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IAB Awards 2012 winnerFanta Play zone

Fanta encourages youth market to Chase the TasteAD

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The big draw, is the chance for teens to win athree-night stay in the Fanta House in Cornwall,complete with pool, personal chef, games room andhome cinema and the opportunity to throw a lavishparty during their trip.

Games like Big bounce by creating surprises

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CELEBRITY ENDORSEMENT

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BANG ON ANIMATIONS

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PR CAMPAIGN

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SOCIAL RESPONSIBILITY

As shown by the current playground tests carried out byTV Rheinland in 2011/12, there are, unfortunately, manyplaygrounds in Germany that fall short in terms of safetyand creative play value. It is as a result of this that Fanta,

together with the German Childrens Fund and TUVRheinland, has created the Fanta Playground Initiative,which is designed for the long-term benefit of Germanplaygrounds.

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ORANGE FANTA BOUNCESURVIVES CHILD RELATED

ADVERT

Coca cola brand Fanta has

escaped censure for a UKadvert that the Childrens

Food Campaign(Sustain)claimed encouraged

excessive consumption of

the drink and poor

nutritional habits

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