Fanta has long been known for its colorful flavors and playful personality. However, the brand recognized an opportunity to evolve its image from "a treat" to being “a mood booster”, and appeal to a new generation of consumers: Gen Z.

In the same-y world of sodas, Fanta stands out for discovering new and exciting flavors. But Gen Z is a discerning audience that craves excitement and authenticity. Fanta needed to find a way to break through the clutter of the category and capture their attention.

So Fanta partnered with TikTok, the platform where Gen Z goes for entertainment and inspiration, to create a drink that will always be exciting.

Our main objective was to leverage brand awareness and relevance for this audience, reinventing Fanta's brand perception from a traditional soda to a more modern, innovative brand. Our last objective was to translate increased brand affinity into commercial success.

Neuroscience says that images and sounds can change your perception of flavor. That's why Fanta and TikTok partnered with a team of scientists to create a mind-bending experiment: could watching TikTok videos affect the way a Fanta tastes? Spoiler alert: they totally could.

This is how it happened: we sent a mysterious Fanta flavor to 40 creators. Scanning the QR code on the can led them to a guided tasting experience that used neuroscience to make them perceive different flavors while watching specific videos. Believe it or not, it worked for 82% of them.

We ended up creating a Fanta that never gets boring, even if your algorithm does. And everyone wanted to try it. So, of course, we threw a party to let everyone have a taste.

Gen Z is the most bored generation yet, with almost 50% reporting feelings of numbness on a regular basis. A generation touched by buzz-addiction, growing up in a world of peak stimulation. They crave novel experiences and are quick to dismiss anything that fails to entertain.

To capture their attention, we needed to develop a campaign that was both entertaining and authentic. We chose to partner with TikTok, and together, we created a neuroscience experiment.

We partnered with a diverse group of TikTok creators, from micro-influencers to celebrities, to create a series of organic and unscripted videos. These videos showcased the creators' real experiences with our product, embracing the unpredictable nature of UGC content.
While most of them felt the flavor changing, others didn't - and that was part of the charm. This authenticity lent credibility to our campaign, sparking buzz and setting the stage for our culminating event.

It all started with a video we made for creators, telling them we were launching a mind-bending neuroscience experiment together with TikTok. They could sign up to participate, and we ultimately sent the Fanta (Un)Limited edition to 41 different creators.

Scanning the QR code on the can led them to a guided tasting experience that used neuroscience insights to evoke different flavors while watching specific videos. Pleasant videos, like a spa for puppies, could enhance the fruity taste, while jump-scares could add a bitter twist. Watching someone enjoy spicy or sour food could even trick their brains into experiencing similar sensations.

The concept intrigued so many that we ended up organizing an event so they could have a taste, complete with reaction booths for filming and sharing experiences on social media in real time.

Proof of engagement:

Engagement rate: 0.60% (engagement rate over category benchmarked - 0.20~0.25%

Video views: 263,716,399

Owned media results:

90% of the available TikTok audience reach

Over 10M user reach

Impressions: Over 271M

Consumer loyalty:

+10.1% Fanta trademark volume growth in December vs previous year

Brand perception:

+8% in "Bring me Happiness" (1.6x higher than Kantar norms)

+5.2% in "Is a youthful Brand"