Coca-Cola-owned beverage brand Fanta teamed up with Snapchat on its “It’s a Thing” campaign, which it described as a creative platform aimed at teens.
It’s a Thing uses the messaging application’s marker tech augmented reality technology to enable a lens to recognize an image and trigger a 3D AR experience that includes animated elements, calls to action and themed filters and sticker packs.
Snapchat said this initiative marks one of the first times people are able to take artistic elements directly from the physical world (in the form of AR stickers, in this case) and leverage them within their own Snaps.
Fanta said It’s a Thing marks the latest evolution of the “Wanta Fanta” campaign that debuted in 2002.
It’s a Thing debuted in July with digital videos tied to four popular flavors—orange, pineapple, strawberry and grape—and companion out-of-home ads in Atlanta, Los Angeles, Miami, New York and Washington, D.C. Those out-of-home ads include Snapcodes that unlock filters and sticker packs for the respective flavors.
Fanta described how its creative tunes into the unique personalities and passions of each flavor:
It’s an Orange Thing is inspired by teens’ enthusiasm and passion seen on social media.
It’s a Pineapple Thing embraces teens’ bold confidence and love of retro gaming.
It’s a Strawberry Thing is powered by teens’ love for music discovery.
It’s a Grape Thing is all about self-expression.
It’s a Thing incorporated Instagram, as well, with Finstas, or secondary Instagram profiles for each flavor, populated with hidden experiences that can only be discovered via Easter eggs hidden on the official Fanta profile, as well as custom It’s a Thing filters for users posting images.
And the beverage brand teamed up with cable network Adult Swim on the How to Draw Fanta T-shirt design contest.
Snap Inc. creative strategy lead Christina Kavalauskas said in a release, “Fanta is leaning into the world of AR in an incredibly original way, bridging the gap between user’s physical and digital worlds by providing immersive AR experiences that empower users to be creators themselves.”
Coca-Cola senior manager of integrated marketing communications Jessica Kalish added, “We noticed a lot of conversation about Fanta in social media, and this chatter was not coming from the Fanta brand. People are interacting with and talking about Fanta in modern, culturally relevant ways tied to their core interests.”
Fanta brand director Tutul Rahman said, “Today’s world is more layered and more complex than it was a generation ago, and that means young people are taking more conscious steps to stand out as individuals and express themselves uniquely through their micro-passions. It’s a Thing still very much expresses the Fanta voice we know and love, but in a way that feels relevant and true to this generation.”
And Kalish concluded, “This is not a one-way conversation. It’s a Thing is an invitation to collaborate. We want to inspire exploration and sharing and encourage our fans to express themselves and embrace their boldness and brightness on their own terms.”