L'Benna Kayna Hna
Coca-Cola turned a boycott moment into proof it was already at Morocco's table.
Fanta Abnane
Morocco invented new words for Fanta's unforgettable new taste.
- Office
- Morocco
- Client
- Fanta
Some tastes are too intense for ordinary language.
When Fanta launched a new orange recipe in Morocco, instead of claiming it was more delicious, we challenged an entire generation to invent the words that could finally describe it.
What started as a product launch became a nationwide language movement.
When words weren't enough, Moroccan Fanta's fan created new ones.
Fanta's new orange recipe needed to stand out in a market where fresh juice is the ultimate benchmark. A simple product claim wasn't enough to convince consumers.
Young Moroccans naturally invent new words to express emotions that ordinary language can't capture. We turned this cultural behaviour into the proof of our product.
Instead of describing the new taste, we invited Fanta's Moroccan Fans to invent the words that could describe it, transforming a recipe launch into a nationwide language movement.
Community-created words spread across social media, creators, radio, retail and OOH, turning participation into cultural relevance and strengthening the launch of Fanta's new recipe.
