| Dubai Lynx 2013 | ||
|---|---|---|
| Media | USE OF MAGAZINES/NEWSPAPERS | SILVER |
Client THE COCA-COLA COMPANY
Product FANTA
Entrant MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF MAGAZINES/NEWSPAPERS
Title: WORLD'S FIRST TASTE-ABLE PRINT AD
Product/Service: FANTA
Entrant Company : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Agency : UM DUBAI, UNITED ARAB EMIRATES
Name Company Position
Fabian Roser Ogilvyone Creative Director
Sally Tambourgi Ogilvyone Associate Creative Director
Louise Bolo Ogilvyone Copywriter
Rodrigo Mavu Ogilvyone Art Director
Nadine Hallak Ogilvyone Designer
Sean Hart Ogilvyone Client Services Director
Tarek Shawki Ogilvyone Business Director
Sevim Oezdel Ogilvyone Account Director
Tara-Paige Gelman Ogilvyone Account Manager
Nabil Moutran Ogilvyone Regional Director
Niv Baniahmad Ogilvyone Creative Technologist
Omar Katerji Um Media Manager
Tony Sarkis Um Media Executive
Tarun Sabhlok Coca-Cola Group Brand Manager
Sharat Mohanchandran Coca-Cola Brand Manager
Results and Effectiveness:
We created the first ever taste-able print advert for the ultimate taste experience. Instead of making consumers come to us, we invited them to taste Fanta through print media. By inserting our advert into magazines we managed to communicate the new taste with our target audience. The reinvented tasting experience is one that made an impact. Fanta went from 0 to over 135,000 fans and counting. With 30% fans talking about the new orange-y taste. We not only won our audience with the new reformulated flavor but we connected with them while staying true to our brand’s essence of ‘playfulness’.
Creative Execution:
A fully consumable, flavor-fused print ad. No matter how much we tried to describe Fanta’s new flavor, nothing beats literally tasting the actual flavor. So, we worked with chemists to infuse Fanta’s secret formula on a consumable type of paper and had our message printed with edible ink. This was then safety-packed and shipped to our audience-specific publications, as inserts.
Insights, Strategy and the Idea:
Fanta was to launch its improved flavor to a market of very option-packed, fun seeking and online savvy teens in the Middle East. The marketing mission was to get them to spread the word to their friends through the first ever taste-able print sampling campaign. We found that Middle East teens are constantly following the biggest trends, fashion and celebrities through magazines. As a result we resolved to utilize these trendy magazines to strategically target our audience to try the new Fanta taste. This knowledge allowed us to reinvent the print medium to access a sense beyond sight. This is relevant for the client as the brand personality is reignited and supported by the medium while communicating with this target audience. The combination was perfect and the taste-able print advert left consumers wanting more of the delicious new Fanta taste.