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The Brief:
In a perplexing release of a brand new Fanta flavour, our team was tasked with developing and launching a fully integrated, multiplatform continental campaign that was centred around introducing a unique flavour innovation to the African market. This campaign’s key objectives included elevating the brand beyond predictability, recruiting new consumers and accelerating Fanta sales via repeat trial and purchase.
We, therefore, anchored the initiative and its subsequent comms in gamified experiences. We called upon on our arsenal of Fanta enthusiasts to engage in a unique quest where they were encouraged to unpack sneaky decoys, cryptic riddles, obscure hints and randomised clues all in the hopes of solving the mystery behind the secret blue liquid.
From our key influencer-led missions, to our interactive digital Hub experience and relevant Food Service Aggregator (FSA) partnerships, every pillar of this campaign spoke to Fanta’s interactive sensorial surprises and creative indulgences.
By strategically making the product an essential part of the adventure we were able to sustain interest, spark trending conversations and surpass all sales objectives.

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:
The entire #WhatTheFanta campaign was fronted by a strong digital and social presence, with all of our social channels being 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 clues which would bring them closer to solving the mysterious flavour. Additionally, the campaign leveraged our flavour agents’ (influencers) individual social media platforms to give out more exclusive clues. All flavour guesses were then directed to our digital-owned platform called OneXP, for submission.
We actively identified and collaborated with these great icons of play on the internet to help kickstart this multichannel phy-digital experience.