Published on .

BANGKOK -- In a bid to appeal to more children and teenagers, Coca-Cola Co. in Thailand has relaunched its carbonated orange drink brand Fanta with a new packaging design. Parallel with the introduction of the new design, the company erected intriguing-looking, orange-colored sculptures throughout Bangkok to attract attention.

While the logo remains the same, the new background design on Fanta cans veers away from plain orange to dynamic orange specks interspersed with yellow-greenish colors. Thailand is the first Asian country to see the new design.

"The new and bright graphics convey even better the bold taste and color of Fanta," said Katie Meech, Coca-Cola's external affairs manager.

A 30-vehicle fleet of Thailand's famous three-wheeled motor rikshas, commonly known as "tuk-tuks," was also spray-painted in the redesigned graphics and cruised the capital recently, carrying schoolchildren and orphans to their destinations free of charge.

Furthermore, the company organized activities such as street theater and zoo walks, as well as a series of themed exhibits for some 87,000 children throughout the capital to raise awareness for the brand. Local production house Visual Revolution organized the outdoor activities.

"With themes like mystery, discovery and fun throughout all the activities, we wanted to encourage children to experience the new Fanta for themselves," said Ms. Meech.

Coca-Cola will also spend $810,000 on print and TV ads to support the new design. McCann-Erickson Worldwide created the ads for the tuk-tuks and created the TV and print campaigns.

Copyright March 2001, Crain Communications Inc.

Most Popular
In this article: