Fanta: Brand Profile

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Nestlé is serious about being the world's leading food company: it wants to be #1 in pet food too, with brands including Purina, Friskies, Felix and Alpo. In 2000 the group announced the acquisition of Ralston Purina, America's foremost pet food business. Once a mammoth conglomerate with interests ranging from pet food and grocery products to batteries and ice hockey, Ralston Purina had undergone a gradual dismantling since the late 1980s. Merged with Nestlé's existing Friskies business to form Nestlé Purina, the company now sits behind Mars in global cat and dog food, but is the clear leader in the US. It is also now a major force within Nestlé, generating around 12% of group sales and 15% of profits. 

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. Its brand message, reinforced by its first ever fully global campaign in 2011, is that Fanta represents fun. "More Fanta. Less Serious".  

Which agencies handle advertising for Fanta? Find out more from Adbrands Account Assignments.

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

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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The Coca-Cola Company


Fanta (France) Fanta (Germany)
Fanta (Brazil) Fanta (USA)
Fanta (Poland) Fanta (Netherlands)
Fanta (Czech) Fanta Europe

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