The Marketing Strategies of Fanta Brand

Brand: Fanta
Parent Company: Coca Cola
Originating Country: Germany
Originating Year: 1978


Fanta is a brand owned by Coca Cola company. It was originated in Germany in the year 1978 and has more than 100 flavors across the world.

This is a fruit flavored beverage and is the second largest brand outside the United States of America in this category.

The Fanta drink originated as a cola substitute in Nazi Germany under a World War II trade embargo for Coca-Cola ingredients in 1940.


› History of Fanta:

The history of Fanta is very interesting. This drink originated in during the World War II when the import of Cola Syrup became very difficult for the Nazi Germans. A trade embargo was issued against them.

Max Keith, the head of Coca Cola Deutschland, then decided to create a drink made from ingredients which were only available in Germany at that time.


#Fanta-isticFact: The name was the result of a brief brainstorming session, which started with Keith’s exhorting his team to “use their imagination” (Fantasie in German), to which one of his salesmen, Joe Knipp, immediately retorted “Fanta!


During the war, the plant was cut off from the Coca Cola company but once it was done, the company regained its hold on it.The Dutch Fanta was an extremely different recipe at that time, which had Elderberries one of its key ingredients.

Fanta production was discontinued when the German and Dutch Coca-Cola branches were reunited with their parent company. Following the launch of several drinks by the Pepsi corporation in the 1950s, Coca-Cola competed by relaunching Fanta in 1955. The drink was heavily marketed in Europe, Asia, Africa and South America.


#Fanta-isticFact: Did you know that Fanta is the second oldest brand in the portfolio of Coca Cola?


One of the key reasons for the success of this brand is its fruity taste. This has helped the brand become very famous and the Fanta Orange is consumed more than 130 million times every day.

fanta print ads
Source: Fanta Coca-Cola


› Key Competitors of Fanta are:

  • Mirinda
  • Slice
  • Tropicana
  • Sumol
  • Tango

Fanta segregates the market of its cconsumer’sbasis similar characteristics, sub groups and population. This segmentation helps the brand get accurate results in making the different types of drinks and market them to the consumers accordingly. In the Non-alcoholic beverage segment, Fanta uses value-based positioning strategy and position itself as a brand offering various alternatives in terms of flavors.


› How does Fanta kill its competition?

The Parent Company: This is one of the most important aspect in Fanta’s kitty. It comes from a brand which is super renewed from decades – Coca Cola. It is the flagship brand in the non-cola category by this FMCG giant.

Controlling Cost: As this company has a diversified portfolio, it has reached the economies of scale which has helped it reduce operational costs and increase profits.

Customer Relationship: Fanta is known for its collaborative customer relationship. They are known for their GloCal strategy for marketing and promoting their products.


#Fanta-isticFact: Did you know that Fanta is not only loved in the Orange flavor all over the world but also Mango, Grape, Pineapple, Strawberry, Peach, and Berry?

fanta print ads
Source: Fanta Coca-cola


› Brand Equity of Fanta.

Fanta has been a popular name in many popular shows, movies etc. mainly because of its parent company Coca Cola.

The brand has been following a penetration policy and its products are available in countries like China, Canada, Argentina, Spain, Greece, Japan, Portugal, New Zealand, Nepal, Mexico, Iran and Germany.

The brand is positioned as a very colorful and playful brand mostly targeted to the youth.

Ogilvy being the ad agency for the brand helped the brand in repositioning the lost image of the brand with colorful branding and new tagline ‘Wanta Fanta’!


› Advertising by Fanta.

Many Bollywood celebrities like Rani Mukerjee, Shahid Kapur, Tamannaah Bhatia, Asin, Shruti Hassan and Genelia D’Souza have endorsed this brand in the past.

However, one of the most prominent and remembered campaign by the brand was “Taste that makes you jump’

This campaign was launched in the year 2012 and was loved by people of all age group. It was an animated campaign which had characters drinking Fanta and enjoying every sip of it in the summers. The campaign had a very catchy music and jingle to go with it as well.

The focus areas for this campaign were teenagers and it was launched via television ads, outdoor, radio, activation and social media.

The campaign music was given by ace music director Amit Trivedi, the lyrics of this ad were written by the popular lyricist Amitabh Bhattacharya and was launched under the basket of Ogilvy & Mather.

The promotions of Fanta have always been taken very positively by the audiences and are loved by children as well as adults. The advertising always is very colorful and has a catchy jingle along with it which makes it memorable. As the main target for this brand is youth, this brand does a lot of promotions and marketing activities related to just that category as well.

Fanta entered the Indian market in the year 1993 and has been perceived as a fun brand for the youth since then. The tangy taste and freshness in every sip of this fruity beverage has been maintained and made even better by the brand in so many years of its existence.

In 2017, Fanta was revamped for the Indian market and launched Fanta Fruity Orange which claimed that it had lesser added sugar and more locally sourced fruits in it keeping the health aspect in mind.

“Fanta has always been fun, bold and vibrant, and now we’re making it more unique and natural too,” says Aparna Bhawal, Senior Marketing Manager – Fanta, India & Southwest Asia.


Fanta, which is known for its strong branding and marketing, the bright orange color and exciting bubbles doesn’t just uplift one’s spirits but also zings in a lot of freshness!

Related Posts:

    None Found

Leave a Comment