Fanta
When it comes to the Fanta logo, it emanates the product; there is no question that it is an orange. Despite there being 5 main flavours of Fanta, the logo remains the same except from a change of colour to fit each flavour of the Fanta product. However the Fanta logo hasn’t always consisted of an orange, the orange came into play in 2000. Version's before that always consisted of the blue lettering albeit the shading may have changed but from 1970-1995 two versions of the logo did contain fruit with one featuring the green leaf; a feature the Coca Cola family liked and bought back. Above is the current logo as of 2009, check out the past Fanta logos at Logopedia.
With a target audience of teenagers Fanta covers all its bases by showing a wide range of diversity, from ethnicity to appearance. Watching the ad you get the idea that everyone is unified in their love for Fanta; this message is expressed quite clearly in their slogan for the fun, new 2011 Fanta Bounce advert.
More Fanta. Less serious.
In the article Fanta Targets Multicultural Teens, especially the “stylists,' who are the first to know about what is new and cool from Interactive Food & Marketing: targeting children and youth in the digital age. It’s clear that Coca Cola (owners of Fanta) are building on their message this time through mobile phone marketing hoping to better target their teenage audience by promoting their recent campaign through the childhood game Jenna. Bringing it bang up to date by turning it into an app for the iPad, with the slogan becoming “More Fanta, Seriously Playful.”
Although the current target audience of the Fanta ads are teenagers the products demographic is the working class, with a can costing between 60-70p like most fizzy drinks its affordable to all. The teen audience is made clear in the advert with the main important characters, (who we follow and focus on) all being of that age range. Looking at the advert I would say plain folks and wit and humour are advertising techniques the producers are using to really sell the product, helping to make it more appealing.
Fanta article
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