Bamboocha is the new dimension of Fanta: it is enjoyment and optimism; it is a lifestyle. Ogilvy supports its launch in Italy with a 360 degree strategy. The site focuses on fun with tests, gadgets and an area dedicated to the promotional initiatives. Fanta Bamboocha was also co-marketed within the community of Habbo Hotel in order to involve the target audience, (teens and young adults, living in Italy) and to make consumers interact with the world of Fanta Bamboocha. In the community, people were able to play and participate in contests such as, "Do you know Jimmy and little brother?".