Coke claims world first with ‘edible’ Fanta print advert
The advert (pictured) is part of a wider Fanta campaign showing off the “orangey sights, sounds and taste of Fanta” that includes motion sensor-enabled retail displays – that release orange aromas and alert shoppers with audio messages as they approach.
Another aspect of the campaign is a Facebook application that lets consumers compete with friends to record a ‘slurping’ sound as they ‘virtually drink’ digital Fanta that fills up their screens.
Coke said it needed a “breakthrough idea to get people to try, and talk about, the new improved taste” of Fanta, ahead of a re-launch in the region.
Thus, the company printed a fully edible ad on rice paper, infused with the secret formula, which describes the new Fanta taste, and invites readers to try it.
