‘Selfie-inspiring packaging’: Coca-Cola launches Be More Fanta campaign

By Rachel Arthur

- Last updated on GMT

Related tags Coca-cola

An image from the new campaign. Pic: Coca-Cola
An image from the new campaign. Pic: Coca-Cola
Coca-Cola South Pacific has launched its 'Be More Fanta' marketing campaign, with a range of ‘fun and spontaneous selfie-inspiring packaging options’ to encourage activity on social media.

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. 

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