Ogilvy Johannesburg's Carolyn Andrew explains that the challenge for the agency was to come up with an idea that retains the fun value of Fanta, as portrayed in the popular 'Fun Guide' campaign, yet still provides the new 'lighter' variant with its own personality.
"We needed something that stuck to the frivolous fun formula, but that also made a splash of its own, so that it was clear that while Fanta Free is part of the Fanta family, it is also a brand new variant, aimed at a new target market," she says.
So while the 'Fanta Fun Guide' typically features teenage boys, this new spot for Fanta Free features teenage girls. In keeping with the 'Fun Guide', however, the ad focuses on harmless teenage fun - it's somewhat silly, a little mischievous, and all about having a good laugh.
The ad kicks off at a boring cricket match, where the cameraman's eye is drawn to a group of girls lying on the grass, drinking Fanta Free. He pans around the stadium, only to return to the girls' spot to find them MIA - all that remains are the empty cans. In the background, we hear the commentator announcing that there is some outstanding activity on the field. The cameraman pans desperately around the stadium to find the three girls streaking across the pitch, with security men making a half-hearted attempt to catch them. It closes with the giggling girls making their getaway, and a regular Fanta Orange bottle 'sucking in' its 'waist' to transform itself into the new Fanta Free slimline pack.
"Fanta Free is about being young, and confident enough in your youthfulness to be a little free-spirited and playful. We think this ad portrays that," says Andrew.
Fanta Free will be launched in South Africa in May 2006 in a 275ml slimline pack.
