We gave teens creative control of Fanta, inspiring them to create and collaborate with the brand. With real teen voices, instead of polished TVCs, Fanta was embedded into their world.

To communicate that the audience was in control and to connect with teens on a real level, we introduced FANTAxYOU: a headline and a hashtag. Leveraging a naming construct seen prominently in teen culture, this line indicated collaboration between two equal parties: the brand and the audience.

Getting cut-through with this audience in a digital world was a challenge, yet we were offering the audience something that they valued – creative control. The audience had shown themselves to be creative on the digital channels that are native to them (Instagram and Snapchat), quickly adopting behaviours on new functionality as it was released. So we gave the audience creative control of the brand via the platforms that they loved.

We created a library of social assets that were ‘as if’ created by teens, using the same apps, tools and tricks that teens use, leveraging key calendar moments such as “May the Fourth”, Valentine’s Day and Halloween.

We created a Snapchat ‘Screenshot Workshop’, using the scissor tool to allow teens to create their own adverts. We shared the best results on OOH billboards and on Fanta’s social channels.

We built a bot that combined Google's Cloud Vision API and text-to-speech technology so Fanta’s Instagram followers could create their own personalised music videos, inspired by their photos.

We decided that Halloween, as one of the biggest events for teens globally, should be owned by Fanta. We commissioned artist Noma Bar to create a series of eight spooky on-pack designs for Fanta, and ran an on-pack promotion allowing teens to unlock exclusive Snapchat content via Snapcodes, encouraging UCG and driving purchases.

For our Halloween activation, the results were incredible across all 14 markets. Teens unlocked 1.14 million Snapcodes on cans and created a huge 42 million pieces of content.

The campaign resulted in more earned media than any previous campaign, including Share a Coke.

Fanta x You converted a massive shift in brand relevance and persuasion which converted into signifiant sales growth year on year.

"The FANTA x YOU campaign has successfully driven relevance with our core audience and helped our brand to remain credible. The content supported and amplified our brand relaunch during a critical time for us. This has been shown in the success that we have had against our objectives, ultimately seeing a sales uplift in 2017. We look forward to 2018 building on this further."

Caroline Kraft, Senior Brand Manager for Fanta in Western Europe