Fanta: WORLD'S FIRST TASTE-ABLE AD

Credits & Description:

Advertiser: COCA-COLA COMPANY
Agency: MEMAC OGILVY
Category: Fast Moving Consumer Goods
Advertising campaign: WORLD'S FIRST TASTE-ABLE AD
Creative Technologist: Niv Baniahmad (OgilvyOne)
Regional Director: Nabil Moutran (OgilvyOne)
Business Director: Tarek Shawki (Memac Ogilvy)
Associate Creative Director: Sally Tambourgi (OgilvyOne)
Client Services Director: Sean Hart (OgilvyOne)
Account Manger: Tara Paige Gelman (OgilvyOne)
Media Executive: Tony Sarkis
Copywriter: Kareem Shuhaibar (Memac Ogilvy)
Copywriter: Louise Bolo (OgilvyOne)
Designer: Nadine Halak (OgilvyOne)
Media Manager: Omar Katerji
Creative Director: Ramzi Moutran (Memac Ogilvy)
Art Director: Rodrigo Mavu (OgilvyOne)
Brand Manger: Sharat Mohanchandran (Coca-Cola)
Creative Director: Fabian Roser (OgilvyOne)
Art Director: Leonardo Borges (Memac Ogilvy)
Account Director: Sevim Oezdel (OgilvyOne)
Group Brand Manager: Tarun Sabhlok (Coca-Cola)
Marketing Manager: Tolga Cebe (Coca-Cola)

Execution
It’s a reinvention of the traditional print medium, appealing to more senses than just sight. So, we worked with chemists to infuse Fanta’s new formula onto a fully-consumable type of paper and had our messages printed with edible ink. This allowed us to promote the great new taste of Fanta in a way that’s never been done before, letting naturally curious people tear the page try the new taste of Fanta, without having to drink it.

Effectiveness
From only 500 printed samples to an exclusive subscriber base, we increased our fan base within a period of 3 months reaching 135,000 fans within shortest period with Engagement rate peaks of 20%. The buzz led people to actually buy the product and make Fanta one of the preferred drinks of the Middle East again. The cost per ad was very high with approximately EUR7 per ad. Broken down, that’s an amazing EUR0.0003 per fan. And the media quickly picked up on the novelty of our ad – spreading through countless innovation blogs and social grapevines. Recently, the SXSW Festival for emerging technologies showcased this tasteable ad.

Strategy
Fanta was to introduce the new, more orangey flavor for the Middle East – to very option-packed, fun seeking and online savvy teens. 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.