Since youths are connected 24/7, to start a flavour revolution, we seeded Fanta into the social media movement to persuade Coca-Cola to bring Fanta Uva to Chile.

We created a Facebook Fanta group moderated by three representatives from different sectors of the target: girls/boys in school who speak the “language” of today’s youth– and who pushed conversations towards flavour choice.Communication ran like a script on a strategically placed timeline, continually evolving and inviting friends to join the conversation with motivating messages and hidden objectives. We inserted “fans” into the group who casually mentioned that they “heard” Coca-Cola was willing to consider adding Uva to the Fanta line-up if 6,000 people showed interest.In just two weeks, Coca-Cola decided to launch Uva! To reward our flavour-seeking friends, we used the power of social sites and posted product designs and TV creative prior to launch to drive additional buzz.

By going viral, we empowered consumers, gave them a voice, let them into Coca-Cola’s decision-making process and more importantly – launched Fanta Uva!

We created a powerful viral effect among Facebook users that was picked up in major press both on and offline.We far surpassed our goal of generating 6,000 Fanta friends by 900%, with +63,000 at any point during the campaign.When Pepsi’s Music Festival went online, they only rallied 2,400.In a matter of months, 3,000 posts discussed the product, flavour and of its arrival.More than 1m Chilean Internet users were invited to join our group.