Fanta launches ‘Flavour Lab’
Soft drink brand Fanta Australia has launched a new campaign called the Fanta Flavour Lab, which is asking Australians to name their favourite combinations of Fanta flavours.
At the heart of the campaign is a Fanta Flavour Lab mobile phone app, where users will be able to play drink-mixing-inspired games, earn Fanta ‘tokens’ and compete for prizes, including mobile phones with Fanta branded cases.
“The Fanta Flavour Lab campaign is all about celebrating self-expression by inspiring Aussies to test out and mix Fanta flavours together and find their favourite mixes,” said Delia Maloney, Fanta Marketing Manager.
In addition to a television commercial, which will show Fanta employees mixing their own combinations of the soft drink’s flavours, the campaign will include custom-built Fanta Flavour Lab carts that will tour the country, as well as a social and digital media campaign.
The Fanta Flavour Lab campaign is a push by the soft drink brand to promote its three new flavours, launched in March 2013: Grape, Mango and Passionfruit, as well as the limited edition Sour Watermelon flavour.