Will Thursday Be The New Friday?
To reverse a drop in sales, Fanta has launched a new campaign with a compelling call to action: ‘Grab a Taste of Friday’.
The Coca-cola brand’s first global campaign in 5 years features a countdown to Friday clock on an ad screen in London’s Piccadilly Circus, and a variety of fun, engaging activities for a day that one brand executive calls “the beginning of the most enjoyable, less serious part of the week”.
Behind the News:
Celebration is an effective, universal way to generate interest in a brand. The type of celebration (and its date) will of course be different in different parts of the world.
For instance, in some parts of the world such as Dubai, the last day of the work week is actually Thursday.
Fanta now has an interesting opportunity to shift the “Friday” promise across territories and engage non-Christian local markets.
More importantly, the effort confirms a global trend towards the use of active verbs in taglines (“do”, “get”, “come”, “make”…),that tend to get a larger number of consumers engaged with brand activities.