Coca-Cola touts overseas strength for Fanta brand

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Having found success exporting ad strategies around the world with its Coke, Diet Coke and Sprite brands, Coca-Cola Co. wants to repeat the feat for Fanta.

While the other three exported advertising and marketing from a strong base in the U.S., Fanta's strength lies overseas. So agency Cliff Freeman & Partners, New York, will build on the brand's different images in Asia, Europe and Latin America in developing a new global campaign.


Fanta is the No. 5 brand in the world, behind Coke, Pepsi-Cola, Diet Coke and Sprite, but it's a very small brand in the U.S.

Freeman has presented a campaign that portrays the brand as the world's soda, according to people familiar with the work. No ads have been produced yet based on the TV-oriented storyboards.

"We made Fanta into a place, a state of mind . . . something universal," said Paul Spencer, a freelance writer who helped develop the campaign in pitching for the assignment. "Fanta becomes fashion statement."

Some commercials won't even show the soft drink, Mr. Spencer said, describing one that would simply show T-shirts spelling out Fanta as different places: "Fanta, Brazil" or "Fanta, Mexico" or "Fanta, New York."

Shooting on the new campaign is set to begin next month; executives at Freeman and Coca-Cola declined to comment on the work in progress.


Freeman is a unit of Saatchi & Saatchi Advertising.

D'Arcy Masius Benton & Bowles handles Fanta in 12 countries and created Fanta's first global campaign, themed "High voltage taste," which ran this year. Neither that campaign nor the new one is scheduled to run in the U.S.

Copyright November 1996, Crain Communications Inc.

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