#WhatTheFanta Flavour Search

The limited-edition mystery Fanta needed a big launch, but we also knew we would have to sustain interest and engagement in order to drive repeat trial and purchase hook they could relate to. Of particular interest was a Gen Z young African target audience. We knew we needed a hint of playfulness and hook they could relate to; and so the popular text abbreviation "WTF" became shorthand for our African What The Fanta flavour search. Our multi-platform digital and social campaign sent audiences on a quest to try and guess the limited-edition, mystery Fanta flavour, and stand a chance to win prizes. Audiences were prompted to follow several of Fanta’s social media platforms to receive hints and clues, additionally, while in the background we leveraged several key influencers to give out exclusive clues. All flavour guesses were then directed to the campaign's digital owned platform, called “The Hub” for submission.