Fanta adds lemon flavour to J-series

Fanta J-Lemon, a bright yellow or 'lemon-iro'-coloured drink packed with extra fizz, falls under the Fanta J-series, which is inspired by the popular Japanese youth culture. The series launched last year with Fanta J-Melon, which has been a hit with Thai teens, Fanta's core target group. Supported by a 'Double the fizz, double the fun' marketing campaign, Fanta J-Lemon's 15-second TVC shows the Fanta lemon consumer transformed into a yellow-haired dancer, dancing at double the speed on the dance machine after drinking Fanta J-Lemon. Created by Lowe, the 'Double Dance' commercial will run through the summer. Other campaign elements include radio spots, print ads, billboards and Japanese flags at high teen traffic areas, POP materials, a tie-in programme with Channel V and a major teen activation event, as well as street and in-store sampling, which will run through to June. "We will highlight the teen activation event with a J-fashion mini-concert featuring Film and Girly Berry. This will demonstrate how Fanta J-Lemon can double the fizz and double the fun for teens this summer, while also showcasing the 'double dance' featured in the TV commercial," said Chuenhathai Vuntanadit, marketing manager for Coca-Cola Thailand. According to ACNielsen, the market value of the flavoured soft drink segment is approximately 7.6 billion baht (US$193 million). Fanta has enjoyed an almost 80 per cent share of this segment for over 40 years. Core flavours are Fanta Strawberry, Fanta Orange and Fanta Fruit Punch, while seasonal flavours have included Fanta Pineapple, Fanta Blueberry Splash, Fanta Neo Trio, Fanta Mango, Fanta J-Melon and now Fanta J-Lemon.