Major marketers are spending more time on brand refreshes — as Digiday previously reported, the recent wave of brand building requests for proposals makes that clear. Throughout 2023, Fanta was one of those marketers as the soda brand sought to modernize its look as well as its product to appeal to younger consumers, particularly Gen Z.
The brand refresh is just one aspect of how Coca-Cola-owned Fanta is aiming to appeal to Gen Z today, according to North America brand manager Dane Callis, who explained that with this effort Fanta wanted to be more consistent across international markets given consumers’ awareness of global differences with brands now. Callis also detailed Fanta’s approach to real-time marketing and TikTok trends, how the brand is managing Google’s third-party cookie depreciation and why marketers need to get comfortable with less control of their brands.
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The original post is at Marketing Archives – Digiday
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