Fanta: The Snack Saga | A testament to the power of gamification

The Coca-Cola Company has held its own for more than a century. Fanta, one of the brand’s popular beverages, is 80-years-old. However, its renown has only increased with time. Currently, the Coca-Cola Company markets Fanta as its most “fun” product. Everything from Fanta’s packaging to its marketing reaffirms the same. But, how exactly does Fanta manage to do so? Well, the brand’s recent innovation in the advertising sector spells it out for us. Titled The Snack Saga, Fanta’s latest digital campaign is different from traditional ads. It uses gamification to drive its message across.

Briefly put, Fanta partnered with Ogilvy and Gameloft to create a unique platform game. Essentially, it is a blend of 3D animation and voice-controlled gameplay and fosters a completely immersive experience. Within 2 weeks of the game’s launch, it has acquired 464k unique players. The numbers are only getting bigger with each passing day.

All in all, by embracing the “fun-loving” nature of its target audience, Fanta won the hearts of young Brazilians. So, the takeaway here is that knowing your customers always pays off!

The Snack Saga by Fanta