They follow the roll-out of Fanta Blueberry earlier this year. Karen So, marketing director at Coca-Cola, said: "This is the first time that Fanta has formed this type of partnership. The new Starfruit flavour is unique for the CSD (carbonated soft drink) category. Starfruit has a refreshing taste and the season for the fruit is generally around the mid-autumn festival."
So said it was the first time the company had mixed fruit and vegetable for its Cucumber Melon drink. The two beverages are available in 355ml cans (individual and four-packs) and a new 500ml 'Twist' PET. "Twist is the new proprietory bottle for Fanta to inject more excitement into the drink. It is also featured in the television commercial. Our research showed that consumers had a preference for this bottle shape," said So.
Warner Bros provided the design, which was integrated into the packaging by Coca-Cola's in-house design team to encourage consumers to collect the Fanta cans and bottles.
The packaging design tells the story of Tweety and Hello Kitty, who meet each other through an online chat room. A friendship soon develops between the two. However, Tweety, who suffers from "cat-phobia", is shocked to discover that its online pal is a cat, but the canary is eventually able to overcome its phobia and the two embark on an adventure to the US.
Coca-Cola kicked off an above- and below-the-line campaign to promote the new flavours. Created by Hakuhodo Japan, the above-the-line campaign is based on the 'It's fun time theatre' theme. It captures people in humorous, daily scenarios. One execution shows a schoolgirl lifting her desk with her knees to bring a can of Fanta closer to her mouth.
Ogilvy & Mather adapted the campaign for Hong Kong.
"The campaign will be supported by a series of premium redemption programmes of a highly collectible value at supermarkets such as ParknShop and Wellcome and convenience stores across Hong Kong," added So. Consumers will be able to redeem premiums such as photo albums, memo pads, drink holders and cardholders. Each store will run its own promotion and print ads using individual mechanisms.