THE BRIEF:
How can we reposition Fanta to appeal to 18-year-olds/teenegers?
INSIGHTS:
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High schoolers like to poke fun at their friends by publicly embarrassing them and calling them out, even more so when there is a reward involved
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In the Official Register of Color Names, #FF8300 is officially named FANTA ORANGE
CASE STUDY VIDEO
Introducing...
Your mission is clear: spot and report any unauthorized misuses of our color Fanta Orange in the wild through our app.
What's in it for you? Limited edition Fanta rewards that are so rare, they're practically priceless… plus you get to embarrass your friends in the process. Public shaming, Fanta-style!
To make a report, open the app and click the icon
Snap a picture of the perpetrator
Type in extra information, tap "REPORT," and you're done!
Publically announce the friend that you have "ORANGE-LISTED"
And report more for more rewards
So what should I do to get out of being
ORANGE-LISTED?
Once you have decided that it’s time to apologize for your actions, you may be taken off the Orange-List once you post yourself reciting the FANTA ORANGE OATH on TikTok.
Fanta’s agents will duet select videos on TikTok with their nod of approval, meaning you have been pardoned.
PSA Social Spot
Pantone Chip
Pantone chips will be handed out to the public so that users will be able to directly seek and match the colors of perpetrators in their surroundings
