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Fanta

Fanta

Company: The Coca-Cola Company

Brand value: US$6,315 million

Headquarter city: Atlanta, USA

Category: Soft Drinks

Year formed: 1940

 

 

Fanta is a brand of fruit-flavored carbonated soft drinks created by The Coca-Cola Company, developed in Germany and now sold in more than 170 countries. The drink was developed when it became difficult to import the ingredients for Coca-Cola into Nazi Germany during World War II due to a trade embargo. The product used only ingredients that could be obtained in Germany, and the development team’s imagination, or “Fantasie” in German, and it was from this that the name Fanta came. All Fanta variants are made without artificial colors and the range now goes beyond the original orange to include lemon, mandarin, strawberry and mango, and sugar-free Fanta Zero. There are regular launches of limited-time new flavors, often tropical and linked to a beach theme. The brand is undergoing a global relaunch due to take effect in Germany in 2018, with a new logo and “twist” bottle and lower-sugar recipe, all designed to appeal to younger consumers. Marketing is also changing; young online influencers and their teenage fans are now being invited to create their own content to advertise Fanta, and the brand is making TV ads and posters using the best contributions, which consumers can vote for using Snapchat. Fanta continues with its long-running Spielplatz-Initiative (Playground Initiative), refurbishing playgrounds around Germany in partnership with the German Children's Fund (Kinderhilfswerk). The Coca-Cola Company is listed on the New York Stock Exchange.