FF FANTA IN FLASHBACK

After the US entered the war in 1941 Max Keith couldn't get Coca Cola syrup from America to make Coke so he invented a new drink out of the ingredients he had available to him and made it specifically for the Nazi market and the Third Reich. The drink was called Fanta

 A favourite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960. Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and fruit flavours have their own solid fan base. Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta is still a Coca-Cola product, and today it comes in seventy different flavours

FANTA-STIC INTRODUCTION
Fanta entered the Indian market in the year 1993 perceived as a fun youth brand. Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. Over the years Fanta has occupied a strong market place and is identified as the "THE FUN CATALYST"
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STP
SEGMENT For all people seeking a soft drink for regular occasions, parties All age groups Lower, middle and upper class people

TARGET GROUP

POSITIONING

Fun youth brand

FANTA FLAVOURS

COMPETITORS

MARKET SHARE OF ORANGE FLAVOURS IN INDIA

15% (Other 9% orange (Fanta) flavoured drinks

Total of Rs. 9000 crore soft drink market

Media Mix

Lhava Twins

Facebook activity and at its core, a Facebook app which houses Fanta City, an animated world with games, missions and a range of prizes to be won, including cinema tickets and trips to Alton Towers.

 IAB Awards 2012 winner Fanta Play zone

Fanta encourages youth market to Chase the Taste

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The big draw, is the chance for teens to win a three-night stay in the Fanta House in Cornwall, complete with pool, personal chef, games room and home cinema and the opportunity to throw a lavish party during their trip. Games like Big bounce by creating surprises

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CELEBRITY ENDORSEMENT

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BANG ON ANIMATIONS

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PR CAMPAIGN

SOCIAL RESPONSIBILITY
As shown by the current playground tests carried out by TV Rheinland in 2011/12, there are, unfortunately, many playgrounds in Germany that fall short in terms of safety and creative play value. It is as a result of this that Fanta, together with the German Childrens Fund and TUV Rheinland, has created the Fanta Playground Initiative, which is designed for the long-term benefit of German playgrounds.

ORANGE FANTA BOUNCE SURVIVES CHILD RELATED ADVERT Coca cola brand Fanta has escaped censure for a UK advert that the Childrens Food Campaign(Sustain) claimed encouraged excessive consumption of the drink and poor nutritional habits

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