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Fanta Flavour Election
 

Fanta were planning an innovative product launch, internally known as ‘Battle of the Flavours’: a group of new flavours were to be released for a limited period, and teens were invited to vote on the one they liked best to be the official Halloween flavour that year. 

We were challenged to create a campaign idea that could run across Europe, under our Fanta X You charter, bringing this idea to life. 

Based on the insight that teens are more politically engaged than ever, but this rise has caused more teens being disillusioned by the outcome of elections as a result. 

We thought we’d give them an election that they could buy into... 

The FANTAxYOU Flavour Election!


UK Fanta Flavour Election Facebook vids

Fanta teamed up with four social media influencers – with a combined total of 4.4m Facebook followers –  who each represented a new Fanta flavour, and mobilized their followers to vote for their chosen flavour. There was a very simple mechanic running from every piece of social content: 1 like = 1 vote. 

This ran in a various markets. In the UK, 150,000 likes/votes led to Pink Grapefruit being chosen as the winning flavour.

Credits

Agency: Movement 
Creative Direction & Strategy: Mark Freeman
Creatives: Tom Shelton, Mike Stone, Lewis Peat