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Fanta is a well-known and liked brand in Japan, but needed some fresh messaging aimed toward the youth market, due to an influx of competitive beverage options, and a loss of top-of-mind consideration. The challenge was to connect with the market in a way that was fun, authentic, distinctive and refreshingly Fanta. While the long-term effectiveness is hard to fully judge as the work only launched a month ago (in March 2025), in just that month since its launch, we’ve seen a remarkable increase in engagement and even sales. Not only were
there over 5 million views of the film, but inspired 10k social comments on the very first day of its launch with roughly 30k in the first week, as sales increased by a margin of 29.6% vs the same month last year—or more than ¥600 million.