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MUMBAI:
For the summer of 2008, Coca-Cola India has announced the
launch of an integrated brand communication initiative for
its orange flavoured beverage Fanta.
Conceived
and developed by Ogilvy & Mather, the new initiative has
been designed to convey the "New Orangy Blast Formulation."
 Aimed
at connecting with the youth, who are always on the lookout
for high-impact experiences, the new campaign will also sport
the new Fanta logo, which will henceforth include a round
Fanta ball, conveying creation of a massive Orangy Blast wherever
it goes.
As part of the new 360-degree communication effort, a range
of initiatives including mass media advertising, leveraging
outdoor media and consumer road shows is all set to be rolled
out across all key markets.
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According
to Coca-Cola India's VP of marketing Venkatesh Kini, "Brand
Fanta is known for providing a distinct 'Orangy' taste experience
to all its consumers. Come summer of 2008, we took up the
challenge to further enhance this experience by launching
the New Orangy Blast formulation of Fanta. I am confident
that the Fanta New Orangy Blast will find a special appeal
amongst all Fanta drinkers as it packs in an extra punch which
is stronger, orangy and more refreshing."