The campaign, which targets young teens, builds on an earlier creative theme developed for Fanta by the WPP agency, based around the idea of making school fun.
In previous Fanta campaigns, normal school lessons are made fun thanks to inspiration from Fanta’s new flavours. In last year’s ad for Fanta Apple, a lesson on Newton’s laws on gravity is transformed by Fanta’s falling apples. In the latest spot for Fanta Grape, a girl turns into a toga-wearing goddess in a history class when she is seen eating grapes in the style of luxuriant ancient Rome.
“This style of campaign has proven very successful in this market,” said Gary Caulfield, ECD of Ogilvy & Mather Jakarta. “It’s rewarding when a brand campaign evolves over time. The dream-like experience turns the ordinary into something extraordinary.”
The TV spots will run in 15-, 30- and 45-second lengths, as well as five-second ad break bumpers. They will be supported by print and point-of-sale activity.
Grape-flavoured Fanta is the latest to appear on Indonesian shelves. It joins strawberry, mango, pineapple and apple — the original orange flavour has yet to launch.
Ogilvy handles Coca-Cola’s Fanta, Sprite and Sprite Ice brands in Indonesia.
The soft drink giant’s Coca-Cola Classic and Coke Light brands are handled by globally-aligned agency McCann Erickson.
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