Coca-Cola European Partners (CCEP) is pleased to announce that Fanta, the much-loved fruit flavoured sparkling soft drink, has been reimagined, resulting in the biggest changes to the brand in its history. The transformation will see a new visual identity, an innovative spiral bottle and a new recipe for Fanta Orange which contains a third less sugar.
At the heart of the brand’s transformation is a new visual identity, designed to reflect Fanta’s fruity, fun and vibrant nature. The new look will be supported by a multi-million-pound integrated marketing campaign which puts social at its core and will feature out of home advertising, sampling and in store promotion throughout the year.
Driving the new look is a fresh new logo which was created using hand cut paper and transformed into a digital logo to depict movement and spontaneity. Fanta’s irreverent and fun brand personality is brought out by a hidden smile, and the iconic Fanta orange is highlighted by a new colour palette, which has been designed to create impact on shelf.
The logo also complements a fresh twist on the Fanta bottle. Nearly two years in the making, the bottle is an industry-first, replacing traditional, symmetrical designs with a spiral version which twists the plastic to form a unique, eye-catching shape. The new bottle will feature across 500ml and 2 litre formats.
The new recipe completes the brand’s fresh look and feel, and with one third less sugar the recipe is now down to 4.6g per 100ml from 6.9g sugar per 100ml, which follows on from a 33% reduction in the sugar content in 2006. Fanta Orange Zero Sugar will continue to be on offer for those looking for the great Fanta taste without the sugar.
Simon Harrison, operational marketing director at Coca-Cola European Partners (CCEP) said: “The evolution of Fanta is another example of how we’re energising our portfolio of leading brands to ensure they remain relevant to consumers whilst helping to drive sales for our retail customers.
“This year looks set to be the biggest in Fanta’s history, with a fresh new look inside and out and a multi-million pound investment support plan. As well as a new visual identity, we’ve been working hard to reduce the sugar without compromising on the taste. We are therefore delighted to be launching this new look alongside a new recipe which contains a third less sugar, a recipe which consumers have told us tastes better than ever.”
The new visual identity will roll out in stores from April this year with the new Fanta Orange recipe launching in May. The new 2 litre twist bottle will arrive into stores in May with the 500ml format following later in the year.