CCA has launched a new sensory range under the Fanta brand that features texture, touch and smell.
The first two products will be launched alongside a new logo and updated packaging across the full Fanta range - the first revamp for the brand in eight years.
Jelly Fizz is blended with liquid jelly pieces and has to be shaken 10 times before opening to release the jelly, while Sour Tingle has extreme sours and tingles, according to its maker.
“The launch is part of Fanta’s goal in 2017 to shake up the soft drink category and get teens to have fun with the brand like never before", the company said.
Josh Gonski, brand manager for Fanta said consumers crave novelty and new interactive experiences.
“While disruptive innovation and fun has always been at the core of the Fanta brand, these new products are completely different to other drinks on the market,” Gonski said.
The campaign, which will include out-of-home and in-store advertising, social, digital, video, mobile, PR, influencer engagement, partnerships, sampling and experiential activations, will target teens.
Snapchat, Facebook and YouTube will be utilised heavily to target the youth demographic, with point of sale a key focus through off locations and eye catching shelf solutions down the aisle to bring the sensory products to life.
“Teens know Fanta better than anyone so we wanted to shake things up and put teens at the heart of the campaign - by handing the brand over to them, we will encourage them to express themselves, have fun with their friends and create a campaign they would really want to engage with.”
The new range is now available in 4x200ml packs, with Jelly Fizz coming in Orange and Raspberry flavours and Sour Tingle coming in Berry. Jelly Fizz is also available in 200mL single cans.
