Pre-teens don’t want to be spoken to.
So how do you connect with them?

Client
Coca-Cola Company

Agency
Ogilvy

My role
Worked closely with the post-production team and wrote the copy across campaign assets to ensure consistency from idea to execution.

Stay Cool, Stay Fanta

The Brief

  • Problem

    Pre-teens 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

    If you can’t win, join them.
    Less copy. More mood. Attitude over explanation.

  • Idea

    Stay cool, stay Fanta.
    A social campaign created for the real world of pre-teens, fueled by the joyful, weird internet energy they breathe every day.

  • Impact

    What started in one country, quickly expanded into other markets. The campaign proved that when a brand speaks the cultural language of young audiences, it crosses borders.

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.