Fanta invites its main target group teens to design the labels on the product

The goal: Make designing the brand label fun and attract attention for 35 million crazy colourful cans and bottles available in every supermarket across Germany in summer 2019.

Many brands let customers design the packaging, especially in the FMCG sector. We made Fanta standing out with an innovative and individual mobile user design experience.

How? By simply turning the standard built-in tools of every smartphone into creative design tools – in realtime!

That way, the whole target group became brand designers – without having to download a new app, a new game or a VR-AI-google-data-WTF-add-on. It simply worked in-app on Instagram Stories.

Insight: You lose 99% of the target group aka Generation Smartphone with downloading a new app or with media discontinuity. So we had to come up with a smart technological solution to get as many user generated Fanta label designs as possible: a) is accessible directly, b) works on Instagram where our target group is 24/7, c) is so unique, innovative and fun that we don’t have to activate as hell.

We used every smartphone’s basic hardware as a smart design tool: the gyro sensor and acceleration sensor that sense in which direction the phone is turning and pointing in – and how fast it is moving.

„Fanta – Shake to design” is directly accessible via a simple swipe up on Instagram (without any new game, app or add-on downloading!), where our young target group is 24/7. Every teen could design now a Fanta label like never before. By shaking the smartphone to a beat, the motion data was converted into individual designs, patterns and colours – in realtime!

It was unique fun: 60% of all users shakedesigned and created ø 3 different designs for the brand which looked great every time. That way, we turned the whole target audience into “star” designers like never before.

We reached 71% of the German teens that can’t wait to grab 35 million unique crazy-colourful Fanta cans and bottles in every supermarket across Germany in summer 2019.

utstanding activation:

• 71% of German teens reached

• 60% of all users shakedesigned with their smartphone, ø 3 designs per user

• Conversion rate: 179%

• 8 days of shaking fun with Fanta in total

• 21,825 mins viewtime of branded stories on Instagram & Snapchat = 364h

Outstanding at the point of sale:

• 35 million shakedesigned Fanta cans and bottles – available in every supermarket across Germany this summer