For years people have been used to the tangy, orangy taste of Fanta. Now, Coca-Cola has launched Fanta Apple to challenge people’s taste buds and is inviting them to ‘Go Bite’ the new flavour. The beverage company has also signed up the spunky Aditi of ‘Jaane Tu Ya Jaane Na’ – Genelia D’Souza – to bring in the zing to the campaign.
The Coca-Cola Company has drawn an intensive consumer activation campaign to market Fanta Apple, which is being launched in a phased manner, starting with Andhra Pradesh and Tamil Nadu, followed by a national rollout in the next two months.
The 360-degree marketing communication plan involves organising road shows, including extensive experiential sampling sessions in markets, offices, malls and colleges. Complimenting the on-ground initiatives, a TVC featuring Genelia D’Souza that brings out the ‘Go Bite’ proposition of the Fanta Apple brand would also be aired starting first week of November 2008 on all leading channels in the South. The entire brand campaign has been developed and executed by O&M Delhi.
Venkatesh Kini, Vice-President - Marketing, Coca-Cola India, said, “This innovation is a step towards strengthening the company’s market leadership in the fruit-flavoured sparkling drink segment.”
Fanta Apple is targeted at today’s youth, who are bold and expressive, desire innovative experiences, and are constantly on the lookout for creatively shielding themselves from convention. Fanta Apple is available in 200 ml and 300 ml returnable glass bottles priced at Rs 8 and Rs 10, respectively. In addition, the new variant is also available in mobile 500 ml PET packs priced at Rs 22.