The Coca-Cola Company

Katie Bayne - CMO, Coca-Cola North America
Stephen Seabolt - Brand Manager

Ogilvy & Mather *Lead Agency

Philip Heimann - WW Managing Director
Paulo Fogaca - Executive Mktg. Director
Andrea Kroeger - Acct. Supervisor
Adam Lau - Group Creative Director
Katie Moran - Planning Director
Al Pascarelli - Creative Director
Mervyn Rey - Sr. Art Director

OgilvyAction *Lead Agency

Orit Peleg - EVP, Shopper Mktg. Strategy

Starcom MediaVest Group

360i

Fanta was at a crossroads facing substantial challenges. A new generation of teens had grown up with little connection to the brand, leading to a loss in share. Fanta needed to differentiate itself through building a stronger connection with its target. Fanta realized it was the perfect brand to connect with todays teen, because it was uniquely qualified not only to advocate play, but to advocate all that is less serious. This led to the launch of a powerful advertising campaign that championed and ultimately rescued less serious play!