A bride is jilted at the alter. She reaches for a Fanta and suddenly an optimistic guy in an orange suit appears, encouraging her to look on the bright side. The bride realises that things might not be so bad and decides to make the most of the situation and take her bridesmaids away on honeymoon with her.
Philosophie
There is an ageless desire to have fun, feel uplifted and make the most of life and its endless possibilities. Sometimes however, life can throw some curve balls at you and you need a little reminder to adopt the vibrant perspective again. The vibrancy of Fanta - rationally (fruity vibrant, taste) and emotionally optimistic, sociable, uninhibited, summery) compels people to dive in and taste the fun. This emotionally lifts people up, making their life a brighter, happer more vibrant place where the possibilities are endless. Fanta is intoxicating fun without the alcohol.
Problème
Fanta had experienced growth and momentum but this had been driven largely by new flavour launches. Brand presence had increased but it had struggled to build emotional bonds with consumers. Fanta also wished to make itself more relevant to a wider target audience and develop advertising to move it towards Powerbrand status.