Selling Fanta by Word of Mouth

by Maud Largeaud , AdForum

Despite the fact that it’s now 80 years old, soda brand Fanta is still targeting young people. And as we know, teens and young adults don’t watch so much traditional advertising any more. To engage with them, Fanta and its Brazilian agency Ogilvy teamed with game designer Gameloft to create a custom-made branded game. In it, the protagonist is a hungry mouth that devours all in its path – if you can make it jump high enough that is. The mouth is voice-activated, and you can only get it to do your bidding if you shout – you guessed it – “Fanta!” The louder you shout, the bigger you score. The kids loved it. Whether their parents and neighbours were as keen, we’ll never know.