Fanta x Olivia Rodrigo
VIRAL MARKETING
The Brief: Make Fanta relevant to 18-year-olds with a viral integrated activation.
The campaign? Fanta will collaborate with Olivia Rodrigo to launch a limited edition line of 4 Sour Fanta flavors and exclusive packaging.
The twist? QR codes will take consumers to a website with a prompt that asks them to write why they think being a teen is “sour”. This prompt can also be accessed through special-edition vending machines that will reward users with Fanta and limited-edition merchandise. These responses will then be used for an outdoor interactive installation that engages viewers and shows them what it’s like to be a teen today.
Four classic Fanta flavors reimagined: grape, strawberry, orange, and pineapple, all with a SOUR twist. Cans will be launched in stores in limited edition packaging for each SOUR flavor (10,000 each).
Each can will have a QR code on it that takes users to a landing page to record their response. Teens will then “spill their guts” and reveal their truths of being a teen.
The responses gathered from the QR codes will then be printed on Fanta cans and arranged into outdoor installations in different cities, spelling out “Spill Your Guts!” By reading the responses, viewers will get an authentic look into today’s teen experience.
The installations will include a screen displaying people’s responses to the prompt as they are received in real time. Users will have the option to remain anonymous or share their inign. The QR code for the campaign will also be on the installations to keep the responses rolling in.
Users can also unlock access to exclusive Sour Fanta x Olivia Rodrigo merchandise by answering the prompt.
Fanta will also launch limited-edition vending machines where users can fill out the prompt, gain access to the exclusive merch line, and purchase a new Sour Fanta flavor.