Leading Nigeria’s favourite fruit flavoured soft drink, Fanta, has taken its communication campaign a notch higher with the launch of a new ‘Play It Better’ campaign. The new campaign which kicks off in February is scheduled to run for an 11-month period on multiple media platforms — television, radio, out of home, digital and print.
The campaign will feature different television ads, cinema materials, out-of-home executions and radio ads rendered in the five major Nigerian languages — English, Hausa, Igbo, Yoruba, and Pidgin. Beyond traditional media, the Fanta brand will also connect with consumers nationwide through its digital and social media platforms and experiential sampling activations.
Speaking at the media launch in Lagos, Marketing Director, Coca-Cola Nigeria Limited, Patricia Jemibewon, said, “The key attributes of the Fanta brand are play, fun and excitement. Our new campaign brings these attributes to life in a unique way and connects even better with Fanta consumers. The new campaign prominently features the well-known Fanta characters — Maude, Tristan, Gigi, Floyd, Andy, Todd, The Lhava Twins, Lola and Sun, who are now aged up and in their teens. In the different executions of the campaign, we see their playful, fun personalities come through as they navigate through typical teen tension moments.
She added, “In the new campaign which we have called, ‘Play It Better’, the aged-up characters are featured in settings that are common to teens their age. You will also observe that they always take advantage of opportunities to engage in their fun interests anytime they meet up with their friends. Their playful, cheeky personalities come through as they show how they navigate through different teen tension moments.”
Jemibewon noted that the objective of the campaign is to continue to drive brand relevance and an emotional connection with its core consumer target of teens aged 13 – 15 years, adding that new campaign tells the Fanta story in a Playful way and in a messaging style that is real and relevant to targeted consumers.
“We will run experiential activations in multiple locations across the country. Activations will mainly be held in secondary schools, where our core consumers are. During the activations, we will sample teens with ice-cold Fanta and bring the campaign to life, playing up the main character personalities and engaging teens in playful gaming experiences,” Jemibewon stated.
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