Fanta : advertising & marketing assignments

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Selected Fanta advertising

Carbonated fruit-flavoured soft drink Fanta is a key pillar of The Coca-Cola Company's international portfolio. Although dwarfed by headline brand Coke, it is nevertheless a megabrand in its own right, with worldwide retail sales estimated at more than $12bn. It is the company's #2 best-selling carbonated soft drink worldwide after the Coke family, available in almost 200 different markets, but most popular in Latin America and Europe. Though best-known for its original orange flavour, Fanta is also available in a huge variety of almost 80 other forms including lemon, grape, apple, strawberry, and many others. Fanta was actually invented in Germany during World War II when the company's local bottler was prohibited from importing Coca-Cola syrup. To keep the business running, its owner invented a new drink from left-over fruit pressings under the name Fanta. It was discontinued in 1945, but Coke bought the name and concept during the 1950s and relaunched it to dissuade European bottlers from signing up with arch-rival Pepsi. One of the few markets where it didn't immediately find an audience was the US. Traditionally, orange-flavoured drinks have never proved popular with American consumers because of the wider availability of fresh orange juice. However, Fanta was relaunched in 2001 and US volumes grew substantially over the rest of the decade, especially within Hispanic communities. US sales peaked at around 194m cases in 2014. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of Fanta? See Non Alcoholic Beverages Sector index for other companies

Capsule checked 16th January 2018

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