MANILA, PHILIPPINES – Today’s Gen Z is truly remarkable and awe-inspiring. Driven by their desires and aspirations, they seek experiences that go beyond mere functionality, yearning for instant satisfaction and fulfillment. This generation champions the importance of “wants” in a world often focused on “needs.” They crave brands that understand and fuel their passions.
Fanta (also known as Royal in the Philippines) gets it. Fanta sees today’s generation and encourages Gen Z to embrace their “wants,” finding moments of delight and indulgence amidst the daily grind. Think of it as a gentle nudge — an invitation to do what they really, really want, and this can be something as simple as enjoying an ice-cold, lip-smacking Fanta.
Wanta Fanta
To achieve this, Fanta is transforming its image from a simple flavored soft drink to a symbol of unapologetic indulgence with its latest global campaign, “Wanta Fanta.”
“Wanta Fanta” celebrates the joy of taking a moment to do what you truly want. In these moments, a refreshing sip of Fanta aims to help elevate the experience, delivering unmatched satisfaction.
In addition to empowering Gen Z to pursue their wants, Fanta leverages the drink’s vibrant orange hue in its marketing strategy. The playful and colorful animation of the Wanta Fanta film, paired with energetic music and editing, and the lip-smacking gesture alluding to deliciousness and satisfaction, create a multi-sensorial experience that instantly conveys the taste of Fanta.
The enticing audio and visual effects are what Fanta describes as the “deliciousness cue,” appealing to people’s sensory triggers and reminding them of Fanta’s desire of delivering a burst of delicious satisfaction. The cue is prominently shown through animations of lip-smacking gesture, complemented by a synchronized “Mmmmm” sound clip. By eliciting positive emotions and creating a sense of shared enjoyment, the cue creates an immediate connection with the audience, positioning Fanta not just as a beverage, but a part of their joyful moments.
Recognizing the importance of cultural relevance, Fanta understood that to truly connect with Gen Z, the campaign needed to extend beyond a global message and embrace local authenticity.
Localizing to the ASEAN and South Pacific region
Fanta’s global leads worked closely with local teams in Thailand, the Philippines, and New Zealand to ensure the campaign felt genuine and connected to each market’s culture.
The Philippines was the first country to bring “Wanta Fanta” to life in the ASEAN and South Pacific region. Royal, Fanta’s Filipino counterpart, effectively localized the “Wanta Fanta” campaign by using the tagline “Ito Ang Gusto Ko,” which translates to “This Is What I Want”. The phrase encapsulated the heart of the Wanta Fanta philosophy: empowering the new generation to embrace life, pursue their passions, and indulge in simple pleasures and wants, whether it’s enjoying the lip-smacking taste of Royal, expressing themselves through dance, or sharing laughter and snacks with friends.
To engage with Filipino youth, Royal also launched “Hataw? Ito Ang Gusto Ko!” – a street dance competition showcasing the passion for performing and self-expression. Royal played a central role in the experience, reinforcing the role of the brand as a catalyst for fun, connection, and unapologetic enjoyment.
In Thailand, Fanta’s campaign video starts with a pair of young Gen Zs grappling with real-world needs and responsibilities, such as working in an office paying bills, and even surviving an alien invasion. Ultimately, Fanta encourages them to do what they really want and unwind with a refreshing bottle of Fanta. The film then ends with the phrase “นี่ยังไงที่ฉันต้องการ” (“This is exactly what I want”) to connect with the local audience.
Recognizing the passion that Thai youth have for music, gaming, snacking, and fashion, Fanta organised a music festival featuring a lineup of T-pop (Thai pop) artists. The event provided a platform for the brand to connect with its audience on a deeper level. Recently, Fanta introduced T-Pop sensation “BUS because of you I shine” as its latest brand ambassadors. The 12-member boy group embodies the youthful energy and passion of the new generation in Thailand.
In New Zealand, in-store and out-of-home efforts proved to be most effective among consumers. Aisle canopies in supermarkets, posters in public spaces, and gigantic billboards prominently displayed the unmistakable orange bottles of Fanta, targeting a larger audience, especially in crowded places.
Meeting consumers where they are at
Global Fanta’s support for satisfaction and preference extends beyond videos and campaigns. The brand understands that people have different tastes and preferences; as such, across the ASEAN & South Pacific region, Fanta offers a wide range of flavors from lemon, grape, strawberry, raspberry, pineapple, and even fruit punch.
In-store, eye-catching point-of-sale displays positioned near snack aisles and checkout counters encouraged shoppers to pair Fanta with their favorite snacks. These integrations ensured the “Wanta Fanta” message was conveyed in a non-intrusive and contextually relevant manner, while further enhancing brand visibility and engagement.
Innovating with digital tools
In addition to physical efforts, “Wanta Fanta” builds Fanta’s reputation as a digitally savvy and innovative brand that resonates with the new generation’s desire for interactive and personalized experiences. AI-powered interactive social media features, such as Instagram and TikTok filters, allow users to engage with Fanta in a fun and creative way.
Fanta also partnered with TikTok and Meta to create branded hashtag challenges and sponsored content that seamlessly integrated Fanta into Gen Z’s content consumption. The brand is exploring the use of QR codes, points, and a rewards system to enhance the “Wanta Fanta” experience, creating a seamless and innovative ecosystem that highlights Fanta’s commitment to staying at the forefront of consumer trends.
Do what you wanna with Fanta
There is no doubt that Gen Z is driving a shift in marketing, and “Wanta Fanta” demonstrates the brand’s commitment to understanding and connecting with these consumers through unique experiences. By leaning into the concept of joy and satisfaction, Fanta’s latest campaign resonates with the generation today and their desire for authenticity and the freedom to choose what they truly want. This reinforces the ongoing desire of Fanta to be the go-to beverage of Gen Zs — a generation advocating the importance of balancing their “wants” in a world full of “needs.”
For more information on Fanta, visit www.coca-cola.com
