Fanta is all about fun and playfulness, even unique shape of Fanta Twist bottle highlights the fun at the core of the brand. Nowadays teens are expected to be more serious and goal-oriented (proprietary agency research panel). Casual hobbies have turned into competitions, studying has turned into making life changing choices about your future career. However, according to our research, teens value the true YOLO (you only live once) mentality. True sign of this is that one of Finland`s most popular YouTube channel among teens is devoted to pranking.

To win the hearts of teens and make Fanta the number one flavored drink of Halloween we needed to appeal the YOLO side of teens – our campaign had to be entertaining and involving. What is definitely fun about Halloween is ‘Trick or Treat‘ -pranking. Our communication strategy was built around clear message: Fanta Twist or Treat – You decide!

Before Halloween: we used two YouTube celebrities to promote an election: which one gets to be the hero of Fanta`s Halloween week and face a series of ‘Twist or Treat‘-challenges.

Halloween week: the winner influencer would face a ‘Twist or Treat‘ every day carried out by the loser. We pre-recorded 5 short ‘Twist or Treat‘-episodes with alternative endings. Teens got to vote between Twist (prank) or a Treat. We published a new video daily on Fanta Finland's Instagram featuring: the chosen ending to last episode and a new ‘Twist or Treat‘-choice, meaning that fans had to tune in the next day to see what would happen.

To end with a bang, we created a content partnership with Posse, Finland’s most popular TV-show among teens (one of very few). In Friday’s Instagram video we revealed final twist– influencers were invited to compete against Posse´s presenters on a legendary bottle flip challenge.

The results exceeded expectations:

- We smashed sales targets, with a month on month uplift of +74.1% (Sept 16 vrs. Oct 16) versus the target of +20% sales value is key retailers

- We drove brand statement uplift

o ‘Fanta is good when I`m having fun with my friends‘ was up +46% vs the KPI of + 8.5% among teens

o ‘Fanta is brand for me‘ increased +8% vs the target + 5%

- We hit our teens in their social heartland

o Social media reach 82% of teens vs KPI: 65%

o Increased Fanta Finland`s Instagram followers by +38% vs target +18%

-->And engaged them

o 31 106 teens voted on the activities vs target 4500 participants

We also got 4 minutes branded content within Posse live show! The episode got seasons highest number of viewers 656 000 (+16% increase) and share of viewing among teens was +21% higher.

Fanta Twist or Treat is a true success story that demonstrates creativity in media in two ways. Firstly, it demonstrates the strength of results generated through insight and connecting a brand with the audience’s zeitgeist. Secondly, it shows creativity in the chosen media channels so that the idea and execution of the campaign are a genuine part of the carefully chosen media platform. All this creates a media ecosystem that builds this love relationship between brand and consumer with the right choice of media.

97% of teens say that they love to watch content created by social media influencers (influencer study). Traditional media doesn’t enable the same impact so we chose two Instagram influencers to represent Fanta’s core values in our campaign. As most watched content is humor videos (58%, influencer study), we build our story around giving teens possibility to prank their favorite influencers.

To reach our objective strengthen our owned media (Fanta Finland’s Instagram followers) we chose Instagram to be the home of our campaign and created content that was easy to consume and engage with.

Teens usage of flavored soft drinks is tied to need states. Consumption for pleasure occasions peak when teens are online so we gave them daily dose of excitement with Instagram video (the most popular way of consume content for teens). As routine occasion usage is highest when teens are on the go, we used outdoor advertising.

Finland is one of the lowest consuming of soft drink countries in Western Europe and 65% of Finnish consumers think that soft drinks are unhealthy. To make things even harder for Fanta, local brand Hartwall Jaffa is the flavoured drink market leader in Finland and though the other competitors are mainly private label, the category is strongly driven by price.

In 2016 Fanta`s mission was to differentiate from competition and strengthen its most important brand attributes by launching new Twist bottle. In fall launch was supported by bringing in-stores Fanta Instamix a short-term promotional activity with objective to drive trial. Instamix allows you to twist Orange Fanta into a unique tastemix.

Our objective was to beat market leader by making Fanta Instamix number one drink amongst teens at Halloween. To succeed, we needed to reach +20% sell out goal during campaign, increase brand love (brand metric KPIs) and create engagement.