With teenagers and mums identified as the key audience, the multi-million dollar campaign in Australia highlights the ‘playful, fun and vibrant side of life’. The integrated campaign covers TV, cinema, online, mobile, radio, and outdoor advertising.
The campaign includes Play Packs, which are described as ‘selfie-inspiring packaging options’ and are designed to encourage teens to post their creative efforts on social media. It is also promoting the hashtag #BeMoreFanta.
“Activity will focus on inspiring teens to escape everyday pressures and embrace their playful side,” says Coca-Cola South Pacific.
“Mums will be reminded of the value of play for her teenager and inspiring her with ways she can facilitate fun through social activities and treat occasions at home.”
The concept previously ran in France, reaching 6.5m teenagers in its first two weeks.