Fanta has unified its global brand identity to coincide with a new version of its hallmark Orange flavour.
The bold, colourful new positioning and visual identity will be compliment the new “fruitier” Fanta Orange, alongside an integrated marketing campaign.
“We wanted to portray a brand that values spontaneous play and the benefit it brings,” says Rapha Abreu, global VP of design at The Coca-Cola Company. “By shifting our focus to reflect an attitude, we were able to revitalize Fanta’s brand assets and reclaim play as something that people of all
ages can embrace and benefit from.”
A new cohesive and consistent visual identity was created as was a new logo and custom typography to embody Fanta’s playful personality. Previously, Fanta’s brand identity and packaging system existed in different executions across markets, so starting in 2023 the Fanta brand will now begin to be more unified.
According to Sue Murphy, senior director of design at Coca-Cola, Fanta’s identity and logo have evolved significantly since the 1940s, and with the refresh, it wanted to crystalize each element of the brand to ensure it would have more global recognition.
The new Fanta Orange flavour will be coming to Canada across different formats to meet different consumer needs, bolstered by the biggest campaign rollout out for Fanta in a decade, according to Jacques Blanchet, senior marketing manager for IMX and Quebec at The Coca-Cola Company. OLV, social, online, Spotify, OOH and in-store assets will be deployed for the campaign. Taxi helped localize the campaign for the Canadian market, amplifying the fun and playful elements of the new Fanta and highlighting that it’s fruitier than ever. Mediacom is providing buy support, while Weber Shandwick Canada is supporting PR efforts.
“We know Gen Z likes experiences, so we’re doing some scented murals in Toronto in the month of May…so that people will be able to smell the scent of the fruity orange-ness of the Fanta drink,” Blanchet explains. There The brand is also launching a mobile game where users have to hold up their phone and then prevent spilling their Fanta drink while on a virtual roller coaster to earn digital coupons. There will also be pop-ups and influencer activation with sampling at the Toronto’s Trinity Bellwoods Park.
Blanchet tells strategy the drink’s direct competitor in Canada is market share leader Crush, and the company Coca-Cola hopes the fruitiness can help it compete.
The brand redesign was led by the Coca-Cola design team in collaboration with Jones Knowles Ritchie (brand identity and packaging), Relative (packaging guidelines and imagery), Gretel (motion identity)and Colophon (typography).
