FANTA / Cheers to Adulthood

date. September 2023

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PROBLEM: Fanta has always been perceived as a kid’s brand. Once kids become teens, they grow out of Fanta quickly.

 

INSIGHT: Kids usually can’t wait to grow up. They look forward to the freedom that comes with adulthood without realizing the difficulties that also come with it.

 

BIG IDEA: Combine wide-eyed eagerness, the sometimes-harsh reality of adulthood, and Fanta’s off-beat sense of humor for a quirky 18+ contest. The contest pokes a little bit of fun at the transition into adulthood while providing seemingly underwhelming prizes that only adults would appreciate.

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