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Fanta pops lid on new-look package
MARKETING
THIS weekend, Fanta will launch its new-look bottles and cans around the world. But most people will be unaware that the new packaging was designed here in SA by Johannesburg-based firm KSDP Pentagraph. The global launch, which started in Thailand yesterday, will be rolled out to the 188 countries where Fanta is present. Fanta is keeping the massive launch's cost under wraps. SA will be one of the first countries to sample the new look packaging. The new graphics will be phased in, starting on cans and certain bottles. KSDP Pentagraph was awarded the design contract after pitching against some of the world's best design firms. S'bu Mngadi, Fanta's spokesman in SA, says the new packaging will be on the shelves worldwide by the end of this year. He says worldwide research has already indicated people prefer the new look. Mngadi says KSDP was asked to produce a new packaging design which was modern and relevant to teenagers, who constitute a large proportion of Fanta drinkers. Fanta's owner, the Coca-Cola Company, says it chose a SA company because its creative abilities matched those elsewhere in the world. There was no political correctness involved, it says. After KSDP's sketches were shortlisted with two other firms' ideas, the designs were tested among teenagers from countries around the world. Fanta is the world's number one orange soft drink and the number three soft drink outside of the US, following Coke and Pepsi. In a recent worldwide study of 75 brand names, teenagers ranked Fanta number seven in terms of logo recognition, higher than Levi's or Visa. Last year, for the first time in Fanta's 56-year history, Coca-Cola decided on a global approach for Fanta, which had previously been marketed on a regional and local basis. The new packaging, together with a massive new global advertising campaign, represents the outcome of the decision. The campaign, aimed largely at teenagers and called Welcome to our World, has already started its rollout on SA screens.
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