Fanta has caught my
attention recently because they are doing a really great job at marketing to
their target market, which is primarily a younger crowd. Fanta is accelerating
in the soda industry because Fanta is attracting the right target. With so many teens glued to their computers and cell phones, Fanta
maintains an active Facebook and Twitter presence. Its Facebook page has nearly 3 million followers, and the official Twitter
account @FantaFun has over a million. Youth are not interested in hearing all about
the product over and over. Youth are
interactive and like to participate in online activity. Fanta targets teens
that are in touch with the latest trends, such as fashion and music. Fanta
markets itself as cool and hip and portrays to its consumers that when drinking
Fanta you become part of the coolness craze.
Fanta conducted research and discovered that their main target market were
youthful consumers who love colour and like to have fun. This is where Fanta’s social media comes into
play. Fanta’s Facebook and Twitter pages
are very friendly and inviting, using bright orange colours, which represents
the brand and the image of Fanta. The
Tweets and Facebook posts are very amusing and witty, which kids enjoy. For example, one Tweet is “Orange orange bo borange banana fana fo
forange #SundayFunday" and another “#iWishiCouldMeet the guy who started the 'orange you glad I didn't say
banana' joke...” This is a very easy
way to attract young kids because it is funny and simple, and will continue to
attract their attention by marketing without any information about the brand.
Another way Fanta is very good at keeping their consumers involved is by
providing them with many fun games they can play through the Facebook and
Twitter. Fanta is doing a perfect job because it is difficult to attract kids
to products. By being exciting and
entertaining, kids are getting involved with Fanta. Fanta is known for the “less
serious” campaign, letting consumers know that it is okay to be silly and just enjoy
their day with a Fanta, which is what the younger generation is all about.
Down below, you can click the link "More Fanta, Less Serious" and take a look at the video
for the “less serious” campaign:
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