Coca-Cola is building out its Fanta footprint in Canada by bringing a strawberry innovation to market.
The rollout of Fanta Strawberry comes with a colourful campaign focused on shopper marketing, paid media, OLV, social and PR. In-store displays are anchored by “dripping with deliciousness” messaging as part of the brand’s longstanding global “Wanta Fanta” platform.
“We wanted the tagline to be expressive and evoke a reaction Fanta lovers would expect from our brand, one that is vibrant, playful and delicious,” says Jacques Blanchet, director of integrated marketing for Coca-Cola Canada.
“The idea is to excite taste buds and invite people to enjoy something that’s genuinely fun and refreshing.”
Shopper marketing is a big element of the Fanta Strawberry launch (see, cling below), Blanchet says. The new work is supported by WPP Open X and led by VML, which created the visual assets and adapted materials for Canada. Weber Shandwick is providing PR support.
“We want to capture attention at shelf with vibrant packaging and displays that communicate Fanta Strawberry’s sweet-meets-tart lip-smacking flavour,” Blanchet says. “We hope to create fun retail moments that grab attention and excite consumers to experience Fanta Strawberry for themselves.”
As the newest addition to the brand’s portfolio, Fanta Strawberry is widely available at major retailers and convenience stores across Canada.
“We continue to focus on driving C-channel traffic, including the use of shopper assets for Fanta Strawberry, and across our portfolio with marketing assets to amplify limited time offerings, product innovations and partnerships,” Blanchet says. “In fact, Coca-Cola portfolio sales within C-channel in Canada have increased YTD, compared to the same time frame last year.”
According to the brand, Fanta Strawberry is made with Gen Z and younger millennials in mind. Blanchet says both demographics have a proclivity to trial new, refreshing flavours and are drawn to bolder tastes and vibrant visuals.
Last fall, Fanta teamed up with Warner Bros. for the launch of three LTO flavours for the release of the Beetlejuice Beetlejuice movie after the brand underwent a global brand identity overhaul in 2023.
The Fanta Strawberry beverage is made, merchandised, distributed and sold across Canada in partnership with Coke Canada Bottling.