The new design features a bold blue name and a stylized orange and green leaf on a white background. It was developed by South African design firm KSDP Pentagraph with input from teenage consumers worldwide.
Thailand is the fourth-biggest market for Fanta, after Germany, Brazil and Mexico. It is one of the few in the world where neither Coca-Cola nor arch-rival Pepsi-Cola can claim a clear lead in market share. But Fanta's dominance in fruit- flavored drinks leads Coca-Cola to claim a 58% share of Thailand's carbonated soft drink market.
At the launch, Kirk Wheeler, regional manager of Coca-Cola (Thailand) Ltd and vice-president of the company's Southeast and West Asia division, said Coca-Cola had a nearly 50 year history in Thailand and added: "We launched the new packaging here first to reinforce our long-term commitment to Thailand, especially during challenging economic times."
Wheeler said Coca-Cola (Thailand) had spent $5.5m on marketing its soft drinks this year and will spend another $2m on the Fanta relaunch. McCann- Erickson handles Coke and Fanta.
Fanta is sold in 188 countries around the world.
Copyright September 1997, Crain Communications Inc.