Play it Better
"Make Fanta's new global brand strategy
happen in LatAm, through a sharp and engaging brand content approach."
Fanta was changing their global strategy in three main shifts: (1) talking about fun to being a fun brand, (2) from talking to tweens to tweenagers (12-18) and (3) from using the tagline "mas Fanta, mas diversión" to "Play it Better"
The first step in our strategy was to understand who were the tweenagers, a merge of tweens and teens aged from 12 to 18.
This is an age when youngsters mingle with different groups in the pursuit of their own identity. They are building their personality through their interaction with others.
While tweenagers seek for their true identity and this sense of belonging some tensions emerge.
Uncertainty of not knowing whether they can accomplish what they want or desire.
Fear of boredom (which generates anxiety).
Recognition: How do others see me? What do they think of me.
Questioning themselves about their ability to do something.
We knew that play can help tweenagers face their age tensions. Play can help them develop not only physically but also their capacity of trust, perseverance, empathy and friendship.
When tweenagers play together, they bring together their forces. Everyone in a tweenager circle is developing their identity. That's the role of Fanta. To help tweenagers bond, to activate the fun in every day, and make them co-create with peers to develop themselves emotionally and physically.
The next step was to identify what was the content language we wanted Fanta to have and how we could bring all Fanta's characters to life to build a relationship with tweenagers and help them solving their tensions through different types of play.
We wanted to bring the Fanta characters to life in a multi-platform story of 19 weeks. It had a Reality Show format in which tweenagers could follow the characters as they prepared for the "Dance Fanta" contest. The 10 weekly episodes of that content crossed Snapchat, where the characters really came to life and interacted with each other and with consumers, following a temporal line of reality. There they made jokes, challenges, spent time and everything that a tween naturally does on this platform.
STRATEGY DECK SCREENSHOTS