The 2-Year Process That Revived an $18 Billion Icon
Inside the Fanta Marketing Factory
About this episode
The two-year project that stripped an $18 billion, 190-country brand back to two words. The brand's biggest-ever gaming campaign with Xbox and Activision Blizzard across 60+ markets, how 70% of investment moved away from TV, and how a network of 40 to 50 marketers holds a global brand together through autonomy rather than control.
Key themes
- 01
Back to two words
The two-year global project that stripped an $18 billion, 190-country brand back to its simplest, clearest idea.
- 02
Fanta's biggest-ever gaming bet
The brand's largest gaming campaign to date, partnering with Xbox and Activision Blizzard across 60+ markets, and why gamers are not the audience most marketers assume.
- 03
Moving the money
How roughly 70% of investment shifted away from TV, and what took its place.
- 04
Autonomy over control
How a network of just 40-50 marketers holds a global brand together by empowering local markets rather than dictating to them.
- 05
Earned attention
How leaked collectible packaging generated over a billion organic impressions before a single dollar of paid media.
Transcript
0:00
Some images of the cans got leaked. [music] Is that a horror scenario or did it work? We had more than a billion impressions before we spent a single dollar on media. If you think about gaming, it's massive. It's, as I say, 3 billion people around the world play video games. The misconception is that they all drink energy drinks. No, they don't.
0:18
There's a very small portion that drink energy drinks and a very big portion that drink soda. Marketing Factories [music] is the podcast where we go behind the scenes on some of the world's leading global brands to really [music] understand how effective marketing is built. And today I have the privilege to be inside one of the greatest.
0:34
The campaign was a TVC completely gone that era. Now you have to figure out how to get the audiences to talk about your brand [music] because they hold the mic. I think every CMO talks about being current with culture. 190 markets like how how do you get intimate with culture? [music] If you don't understand this, nothing else matters.
0:54
The brand has taken decisive steps to really rediscover what it means for its fans [music] and carve out its next growth chapter. And I'm in conversation today with a man that's been leading this transformation, Ibraim [music] Khan, global vice president for Fanta. That's literally the one thing on the back of which this $18 billion brand stands.
A look inside the Fanta factory
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Behind-the-scenes.
