To increase frequency of consumption among lower income teens of Bangkok and thereby, change the image perception of Fanta from being an occasional alternative to cola drinks to an “everyday indulgence”To build brand preference for Fanta by strengthening its brand message of “More Fanta, Less Serious”, presenting the brand as a fun, colourful way of relieving boredom with cola or boring occasions.

Fanta decided to emancipate these teens to have more fun by adding value to the Fanta crown cap (One Cap = One Bus Ticket) to drive both daily consumption and brand preference.

Providing an air conditioned bus, colorfully decorated with Fanta advertising, to drive through the primary traffic routes that reached lower income communities and pass through key universities plus popular teen hang out areas.

To emphasise Fanta’s positioning, fun & games are in store for riders of the Fanta bus through the Fanta bus ambassadors who entertain them while traversing the intense heat & slow movement of Bangkok traffic.

Campaign results generated massive amounts of both traditional and digital media, with budgeted investment over a two month period. From Nielsen, the campaign reached 78% of lower income teens in Bangkokand from Neilsen retail audit, gained additional sales of 8.4 million bottles within the first month after launch campaign. Sales volume increased by 11% compared with the previous year,according to B3 Coca-Cola brand health tracking survey.Weekly consumption increased by nearly 10%, the highest ever increase.Image perception as a “Fun Brand” grew by 15%.Brand preference increased by 5%

DE Teens have limited personal allowance which prevents them from having fun and getting the most out of their lives. Buses are their primary means of transport but the fare already consumes more than 25% of their daily allowance. Based on the insight of providing the target audience with the means to have fun, it was decided to utilise transit for more than just a bus wrap, which generates awareness by giving away free bus rides that would drive daily consumption and connect with lower income teens in a fun & engaging way, consistent with the brand positioning.