Teens are Fanta’s top target group. But traditional media and advertising promises don’t reach and wow them anymore. The result: lower and lower sales.

Our challenge: increase brand love and consumption of Fanta at the same time.

Because teens know best what teens like, Fanta hands over the campaign to its most important target group: fully, officially, hooray!

Fanta presents: SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.

We didn’t tell teens that Fanta is cool.

We put the brand fully into their hands and invited them to create and design whatever they think is cool by using their favourite App Snapchat in an innovative way. We put the Fanta brand experience to a new and engaging level.

We used Snapchat, teens’ app No. 1, as an innovative, intuitive design tool. We simply snapped colourful Fanta elements that the teens made into stickers by using the scissor function – activated by Germany’s most popular influencer Julien Bam. That way, WE TURNED EVERY TEEN INTO A DESIGNER! And did we pay Snapchat for the sticker function? Nope.

The teens created more than 4,800 unique motifs in Snapchat. The best user generated designs went from the small screen to the big screen – as out-of-home posters. This Fanta out-of-home campaign became highly teen relevant content that didn’t disappear automatically after 24h (like in Snapchat). A new kind of poster flight – 100% designed by teens!

• The target group shaped the brand: the teens spend 2,250 hours actively with Fanta

• 4,800 unique designs were generated by the young users

• 5.6 Mil. views and votes on Snapchat

• 11,000 posters all over Germany reached 256 Mil. contacts

But most importantly, we achieved something priceless:

teens felt proud spotting their Fanta motifs on the streets – and shared and commented them enthusiastically – again in social media.