Agency: Ogilvy Paris
‘Grab a of taste Friday’ is the new global occasion-based marketing programme from Fanta that celebrates the fact that for many, Friday is the beginning of the most enjoyable, less serious part of the week.
Kicking off in April 2010, this multi- million pound integrated marketing campaign features a brand new TVC bumper, outdoor, on-pack, experiential and digital activity and has been developed to promote the less serious attitude of the brand and give Fanta the chance to engage with its core audiences of mums and teens in a fun and entertaining way.
The global ‘Grab a taste of Friday’ TVC creative was led by the Fanta team in GB alongside Ogilvy Paris and will air on TV. The TVC bumper, will be tagged on to an exciting new piece of Fanta creative ‘Mime’ including a soundtrack by the Ting Tings.
Fanta will also be harnessing the power of their packs pack formats with a bespoke design created by Epoch Design to bring to life ‘Grab a taste of Friday’. Also in time for Summer will be an onpack promotion on 2L and special offer cards inserted in six-packs with exciting offers across summer.
Teens and mums will also be given the chance to take themselves less seriously through an innovative experiential campaign, running nationwide from April led by BD Network.
Sampling teams dressed in attention-grabbing ‘Fanta’ uniforms, will be handing out over 600,000 free 150ml cans at key destinations including Thorpe Park and The 02. Teens will also be offered chance to have photos with ’cut outs’ of Fanta characters made famous in the ad.
The campaign will also be supported by high impact 6 sheet, 48 sheet and 96 sheet outdoor advertising plus an rich and interactive and engaging digital campaign.
“Grab a Taste of Friday” is a time-specific call to action that celebrates the fact that Friday is the beginning of the most enjoyable, less serious part of the week,” said Marketing Director for CCGB, Cathryn Sleight.
“The platform is a big, simple and universal idea that will enable us to drive meaningful trial with mums and teens alike.”