São Paulo – Soft drink brand Fanta exported its Brazilian advertising campaign to the world last year. Among the countries that broadcast the advert made in Brazil were Morocco, in North Africa. Other nations in Latin America as well as Germany, South Africa and Kazakhstan also base themselves on Brazilian creativity to sell soft drinks to their populations.
The campaign was elaborated by Brazilian unit of the brand, which is part of the Coca-Cola Company, and by advertising agency Ogilvy. According to the company, campaign Fanta Play, elaborated for this year, should once again be broadcast worldwide. "For the second year running, Brazil was chosen to be responsible for the brand’s global communication," says the Coca-Cola Brazil Marketing director, Andrea Mota, according to a press statement disclosed by the company.
Brazil is the largest global consumer market for Fanta and the use of Brazilian advertising campaigns in other countries, according to the company, consolidates the position of Coca-Cola Brazil as a global centre of excellence for Fanta communication. The company states that the Fanta communications line was very well accepted in other countries. Fanta is turned to adolescent customers, mainly drinkers of soft drinks.
This year’s campaign includes a TV advert, radio spot and material for the point of sale. The name of the TV movie is "Surf" and it is an animation. In the ad, Todd and his friends make boring situations interesting after drinking Fanta. On boards, but on a flat sea, the group uses Fanta as bait to attract sharks and surfs on the backs of the animals that are thirsting for the soft drink. The film ends with the following signature: Imagine! The creation director was Matheus Pizão.
The Fanta brand is sold in 187 countries and is the world leader in the orange and grape soft drink sector. In Brazil the brand is also the leader in the orange sector and, according to the AC Nielsen Institute, has a 47% market share in the sector. Coca-Cola Brazil, which owns the brand, has a line of over 150 products. Over the last five years, the brand invested 5 billion Brazilian reals (US$ 2.3 billion) in the country and should invest another 1.75 billion reals (US$ 800 million) in 2009.
*Translated by Mark Ament
