Brand
Loving
Marketing
Fanatic
H w I knew why an iconic soda was getting a new look
In early 2023, I was assigned a project in my Principles of Marketing Class to play the role of a Chief Brand Manager for a Company and make suggestions that would help the brand remain competitive in U.S markets. With my soda addiction at the time being centered around this amazing drink, it was a
no-brainer. Not only did my research prove that the once iconic brand was losing steam in U.S. markets, but that a major rebrand was needed to remain a top player domestically. A week after my assignment was submitted, Fanta did exactly what I said they should do (Maybe they were listening all along?).
After my extensive research into the brand's success within various markets in the U.S and a deep dive into the brand's marketing and advertising history, I ultimately proposed three recommendations that the legendary Coca-Cola product should pursue:
1. Flavor Innovation
2. Attempt to Reach Older Audiences
3. PRIORITIZE THE REBRAND
In an interview with the design magazine Dazeen, Rapha Abreu, VP of Design at The Coca-Cola Company, spoke about what both the Coca-Cola design team and Creative Agency Jones Knowles Ritchie focused on when they were rebranding Fanta. It turns out that great minds think alike. Below are some comparisons of my recommendations and quotes from Abreu in that Dazeen article.
The Eye Will Take You Home