Fanta used the bottle as an advertising medium. From March to July the cap of each bottle contained a pin code. After sending in this code via sms, you instantly received one of 55 attractive Fanta mobile incentives (e.g. wallpapers, games and ring tones). The mechanism created new buying incentives and connected the product directly with the target group.

The approach of viral marketing was successful: Teenagers shared their experiences with friends by passing on the mobile goodies…developing a Fanta community.

The integrated promotion approach (TV, POS, print & online advertising) created great relevance for trade and consumers.

Within 4 months, the campaign registered 230,000 participants; more than 600,000 pin codes were sent in.By creating new buying incentives the campaign was directly linked to sales, leading to a volume growth of more than 11%.