Libbe Phan
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Role:  Creative Strategist

Advisory: Madwell 

Program: The One Club for Creativity’s Mentor & Creative (Spring 2024) 


Fanta: Sweet Treat Emergency Hotline

The Ask: Develop a groundbreaking brand act that repositions Fanta as the go-to soda brand for Gen Z teens born after 2004, showcases the brand’s significance in pop culture and in Gen Z’s life, and expands customer base to drive the brand’s next stage of growth.

The Idea: Sweet Treat Emergency Hotline

Behind the Strategy


Leveraging the "sweet little treat" trend, Fanta can position itself as a Gen Z self-care essential. Through in-depth research, we discovered Gen Z's growing focus on mental and emotional health. The "sweet little treat" trend emerged as a popular way for them to indulge and find joy amidst life's challenges. By aligning Fanta with this trend, we can tap into a resonate cultural touchpoint.

Our creative process involved:
  • Identifying the target audience: Gen Z teens seeking self-care and indulgence.
  • Conducting trend analysis: Identifying the "sweet little treat" trend and its significance.
  • Understanding consumer motivations: Exploring the reasons behind Gen Z's affinity for treats.
  • Developing a brand positioning: Positioning Fanta as a delightful and satisfying treat that contributes to Gen Z's well-being.

With all of that information, we developed our strategy: get Gen Z teens who are looking for a little more positivity in their life to: make Fanta their ideal comfort treat by showcasing how Fanta can play a role in their self-care rituals. 

This strategic approach allows Fanta to create a meaningful connection with Gen Z and position itself as more than just a beverage, but as a source of joy and self-care.


Introducing Sweet Treat Emergency Hotline


Fanta's Sweet Treat Emergency is a campaign that leverages an AI hotline to connect Gen Z with personalized Fanta experiences. Users can interact with four chatbot operators, each inspired by a popular Fanta flavor, to:

  • Find their nearest Fanta: Receive a promo code for a sweet treat.
  • Discover their perfect Fanta flavor: Answer playful questions to create a custom profile.
  • Create a Fanta-themed avatar: Design a unique character based on their description.
  • Vote for new flavors: Influence future Fanta offerings.

To enhance Gen Z engagement, we focused on tangible experiences and digital innovation. The AI hotline not only integrates with contemporary technology but also caters to users' needs and desires. By aligning with Gen Z's craving for in-person experiences, we explored Gen Zers are showing up post-pandemic like music festivals and leveraging locations where Fanta already shows up, such as grocery stores. Additionally, we incorporated witty t-shirts, TikTok filters, and relatable social memes to act as campaign extensions, with the goal of also engaging this audience with their sense of humor.



Final Presentation
 


 
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Advisory 
Madwell 
Art Direction and Copywriting
Lauren Aber

Creative Strategy & Research
Libbe Phan