Coca-Cola creates sensory playground to bring taste of Fanta to life in work via Ogilvy Sydney

Coca-Cola New Zealand has today announced its investment into an integrated campaign via Ogilvy Sydney and NZ reflecting the fun taste of Fanta.

The “Tastes Like” campaign is launching this October and will incorporate a range of innovative media to celebrate the playful personality and great taste of Fanta, including print, mall-lites, OOH, Adshels, floor decals, radio, TV, digital, social media and experiential.

The campaign strategy involves creating interactive sensory experiences similar to those a Fanta drinker experiences in their first sip.

Says Gina Beck, brand activation manager, adult and flavours, Coca-Cola Oceania Ltd: “We wanted to recreate the experience of drinking Fanta by constructing a sensory playground where its playful personality can come to life.”

Bursting with colour, the creative executions running for the duration of the campaign depict the explosive flavour of Fanta. Featuring in the imagery is a brand new flavour, Sour Watermelon, along with favourites Grape and Orange.

Says Beck: “This campaign is an excellent illustration of the excitement and youthfulness that Fanta exudes. By playing on these ideas, we believe we will further establish the relevance of the drink to teens, and continue to encourage parents to choose Fanta as a great tasting family treat.”

Tastes Like will be led by “Scratch and Sniff” elements in print and in OOH to imitate the real smell of Fanta. In a New Zealand first, mall-goers will be able to rub mall-lites to reveal the smell of Fanta.

To celebrate the bubbly sensation of a Fanta sip, select Adshels stationed across the country will feature a bubble machine to surprise and delight commuters.

In a move to stimulate the aural senses, Coke will run a competition with The Edge encouraging listeners to call in and describe what Fanta ‘Tastes Like’ to them. Two lucky winners will have a chance to make that experience come true (to the value of up to $8000 + GST) and film it to air on EDGE TV.

The campaign will also include a partnership with Cleo, to bring “5 Days of Fun” to teens. Complimentary Sour Watermelon Fanta will be served to teens while they enjoy fun-filled activations over the five day period.