DESPITE the infiltration of many fruit-flavoured drinks in Nigeria’s carbonated drinks industry, Fanta, from the stables of Coca-Cola Nigeria, has retained a substantial share of the market squarely on the strength of its character built around emotional levers and close-knit bond with its consumers through play, fun and excitement. These attributes, which resonate seamlessly with its target audience, have proven to inspire brand loyalty and emotional connection with the Fanta brand.

“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,” Marketing Director of Coca-Cola Nigeria Ltd, Patricia Jemibewon said during the launch of its new communication campaign held at the Federal Palace Hotels, Victoria Island, Lagos, recently.

The campaign themed “Play it better” was unveiled amidst excitement at the chilling ambience of The Marquee with participants engaged in various games and activities. The campaign, which is billed to run throughout 2016, is expected to feature an ensemble of four radio and television adverts, a cinema material and three out-of-home executions. The radio ads will be translated from English into Hausa, Igbo, Yoruba and Pidgin.

Jemibewon said the overall objective of the campaign was to inspire magical moments and play in the world.

Five years ago, Fanta unveiled a thematic campaign predicated on play as an intrinsic component of a happy, maximised life with Todd, Tristan, Maude, Sun, Gigi, Floyd, Andy and Lola as brand characters. With its rich history as a product that emerged from the awful World War II, Fanta has grown from simply challenging the Max Keith team’s imagination to inspiring its sprawling global consumers to imagine and re-imagine happiness and play in new, fun ways.