This case study shows how Fanta connected with a new generation of pre-teens by leaning into absurd humor and the feeling of drinking a super-cold Fanta, avoiding forced slang and creating a playful world that resonated so strongly it rolled out from Colombia to multiple Latin American markets.

Client
Coca-Cola Company

Year
2018

Agency
Ogilvy Colombia

My role
Aligned with the strategy team to develop a concept consistent with the brand. Communicated the creative idea to the post-production team and wrote the copy for the campaign pieces.

Stay Cool, Stay Fanta

The Brief

  • Problem

    Fanta wanted to reach a younger, more demanding generation: pre-teens. This audience rejects anything that feels forced, corporate, or trying too hard to “sound like them.” Traditional youth marketing often turns cringe, and in a crowded soft-drink category, getting real emotional connection, was the challenge.

  • Solution

    Tap into a truth rooted in the product and the audience. As a consumer good, Fanta’s most powerful intrinsic quality is simple: Fanta tastes best when it’s really, really cold. Instead of mimicking teen trends, we built from that feeling: the excitement, joy, and playful energy of drinking an ice-cold Fanta. We avoided overusing language to prevent cringe and leaned into mood and attitude.

  • Idea

    Stay cool, stay Fanta.
    A social campaign created for the real world of pre-teens, living on their phones, inside their feeds, and fueled by the joyful, weird internet energy they breathe every day. We used absurd, surreal, playful humor, to build a world where “cool” isn’t about style or status, but the feeling of opening a perfectly chilled Fanta and jumping into pure, chaotic fun. Less talking, more feeling: the emotional rush of entering Fanta’s nonsensical universe.

  • Impact

    The campaign resonated so strongly with Colombian pre-teens that it expanded across multiple markets, including Ecuador and Central America. Because this generation builds its language and humor online, they behave as global cultural natives, making the absurd, playful tone instantly relatable everywhere. The work proved that when a brand speaks the emotional and cultural language of young audiences authentically, it transcends borders and connects universally.

Collage of four people enjoying Fanta soda, each with vibrant psychedelic background. The top left features a woman in a red sweater with curly hair and colorful sunglasses, smiling with an open mouth, holding a Fanta bottle. The top right shows a woman in a red shirt with curly hair, drinking Fanta. The bottom left depicts a young man with headphones around his neck, in a blue hoodie, drinking Fanta. The bottom right has a young woman in a yellow hoodie with curly hair, holding a Fanta bottle, with her eyes closed and a content expression.

Films

A collage of six images featuring Fanta orange soda bottles and people enjoying Fanta. The images include a close-up of a woman drinking Fanta, a macro shot of a human eye, a colorful abstract background, people floating in yellow liquid, and a bottle with the slogan 'Stay Cool Stay Fanta'.
A collage of five images: top left shows a person floating in a purple, bubbly environment; top right shows an abstract purple and yellow digital artwork; middle shows a smiling young man with curly hair sitting indoors, holding a plastic bottle of soda; bottom left depicts purple liquid and bubbles splashing upward against a bright blue sky with white clouds; bottom right presents an inner view of a purple, tubular, glossy structure with light shining through.
A woman with curly blonde hair wearing sunglasses and a red shirt is drinking orange soda from a Fanta bottle against a colorful swirl background with the words "Stay fresh," overlaid.