Snack in the Name of Play
Fight back against boring snacking
Snacking has lost its play. Snacking is meant to be messy, loud and colorful, yet we’re snacking more, but enjoying less. We’re snacking because we’re stressed or multitasking. Fanta saw an opportunity to create new rituals that intensify every snack and protect snacktime from becoming just another mundane part of the day. Who better to fight for that cause than an icon of playfulness and indulgence?
Service: Design Direction
Client: Fanta
Year: 2023
Irrelevantly playful and unapologetically fun campaign for Fanta, done with a great team at AKQA.
Idea
When boring gets in the way, Fanta comes out to play.
It’s time to snap people out of their snacktime slumber. With its multi-sensorial flavors, Fanta intensifies moments of snacking. It makes popcorn pop. It gives pretzels pizzazz. Snackers are being reminded about the joy, while creating new moments that reach new audiences.
Fanta is highlighted as protecting playfulness and intensifying flavors by shining a spotlight on the snackers who are embracing their silly selves. Content partners introduce new rituals that help elevate their playfulness, creating a greater association between Fanta and snacking, while video, out-of-home, and social remind viewers to snack loudly, messily, and in the name of play.
Impact
Proud snackers, step into the spotlight.
This is the start of Fanta’s larger goal to bring joy back to snacking. Snackers are encouraged to come out of hiding and influencers who share a passion for colourful snacking are tapped into. These creators are infusing Fanta into their daily rituals, spreading the message via social. A shared movement composed of silly content and playful challenges has started, and everyone is invited to play.
Snacksperimenter
Stylish Sipper
Shy Snacker
Choosy Chomper
Team: Grant Skalak, E.B. Davis, Thiago Cruz, Lisandro Ancewicz, Gustavo Zordan