Using the brand’s essence to build an interactive relationship with young consumers, by allowing them to have moments of creativity with the logo.
The Fanta label went white, allowing teens to redesign it on products, social media, and a dedicated website. The challenge was to announce the competition and encourage consumers to participate.
1.700 people sent in a White Label design. This resulted in further conversations on the user-generated designs across various platforms. On Facebook, the engagement rate (likes, comments, shares) clocked a solid 5.8%.
On Instagram, an aspiration platform for creativity, the engagement rate was a huge 18.5%!
The campaign also achieved an Amma Awards nomination for Best Media Strategy.