The campaign aims to celebrate the belief that for many, Friday is the beginning of the most enjoyable, less serious part of the week, in an effort to engage with its core audiences of mums and teens in a fun and entertaining way.
The multi-million pound integrated marketing campaign will launch on Monday (12 April) and will include a new TV commercial, outdoor, on-pack, experiential and digital activity. Ogilvy Paris created the ad, working with Fanta’s UK marketing team.
The ad will feature a new song called ’Mime’ performed by the Ting Tings and will be promoted on-packs with a new bottle label designed by Epoch Design.
This will be backed by an on-pack promotion on 2 litre bottles and special offer cards inserted in six-packs with “exciting offers” across summer and an experiential campaign, running nationwide from April led by BD Network.
Sampling teams dressed in attention-grabbing ’Fanta’ uniforms, will be handing out over 600,000 free 150ml cans at key destinations including Thorpe Park and The 02. Teens will also be offered chance to have photos with ’cut outs’ of Fanta characters made famous in the ad.
The campaign will also be supported by high impact 6 sheet, 48 sheet and 96 sheet outdoor advertising plus an rich and interactive and engaging digital campaign.
Cathryn Sleight, marketing director for CCGB, says: “Grab a Taste of Friday” is a time-specific call to action that celebrates the fact that Friday is the beginning of the most enjoyable, less serious part of the week. The platform is a big, simple and universal idea that will enable us to drive meaningful trial with mums and teens alike.”