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The Brief:
With renowned Fanta scientists researching and experimenting with every crazy flavour, fizz and colour combo possible, it goes without saying that this new mysterious #WhatTheFanta (WTF) blue liquid is undoubtedly one of the nation's most closely guarded secrets; and the greatest flavour case to sweep the continent.  This new liquid enigma, therefore, calls upon the public’s truth seekers and keen flavour informants to take on the challenge of solving this mysterious case in order to reveal the true flavour culprits behind this new secret WTF drink!

The Idea:
WTF is a robust, multi-sensorial campaign that involves the exclusive release of a limited-edition Fanta flavour where the core objective is to drive repeat trial and purchase.  The idea for the campaign is, therefore, rooted in igniting a disruptive and unique #WhattheFanta flavour search that is centred around engaging consumers to take on the role of a Fanta flavour informant and guess what the secret flavour is via several key influencer-led missions, an interactive Hub experience and relevant Food Service Aggregator (FSA) partnerships.

The Execution:
]This robust, multi-sensorial #WhatTheFanta campaign relied heavily on extensive social media strategies and triggers. All social channels were expertly geared towards gamifying the art of guessing. To this end, audiences were prompted to follow several of Fanta’s social platforms to exclusively receive engaging cryptic riddles, obscure hints and randomised interactive flavour clues which would bring them closer to solving the mysterious case. All flavour guesses were then directed to our digital owned platform, called The Hub, for submission.