Fanta launches Apple Delite; Introduces Samantha as the new face of Fanta
- Expands portfolio with apple variant
Samantha Ruth Prabhu can be seen enjoying Fanta Apple Delite in the new commercial, which marks the beginning of her association with the brand. Fanta has been synonymous with infusing playfulness and cheer into the lives of its consumers, and this new campaign with Apple Delite will act as a nudge to stay colorful despite the conformities of their modern lives.
Fruit-flavored beverages are growing rapidly in India’s sparkling category. The addition of this flavor by Fanta will enhance the brand portfolio in India to a two-flavor range. The drink will be available nationwide in a variety of packs –250ml, 600ml and 750ml.
Commenting on the launch in India, Tish Condeno, Sr. Director - Sparkling Flavors, Coca-Cola India and South West Asia, said, “In line with our vision of ‘Beverages for life’ and staying focused to the evolving taste and preferences of our consumers today, we decided to foray into the Apple flavour segment. Furthermore, our innovation priorities and extensive research led us to bring in a refreshing twist to sparkling apple with new Fanta Apple Delite.”
She further added, “Samantha brings her own zest and energy to the brand in a delightful way. The bright, summer scenes from our latest commercial, remind our consumers to stay at their playful best, despite the challenging scenarios.”
Samantha Ruth Prabhu, the new face of Fanta, said, “Fanta has been synonymous with infusing playfulness and cheer for decades. I am thrilled to be associated with the brand, through Fanta’s new launch, Fanta Apple Delite, which has a refreshing flavor of Apple. Through this joyful campaign, I wish to convey to my audience to not take life so seriously and cherish precious moments with family and friends. Just sip the new Fanta Apple Delite and stay happy & colourful, this summer.”
Airing from March 18th, 2022, across TV channels in India, the new Fanta advertisement has been uniquely conceptualized to familiarise audiences with the new product variant. It will be complemented with a robust 360-degree marketing approach, which includes both digital as well as OOH efforts.
“Fanta is all about colourful people. And the new Fanta Apple Delite gives people some more ammunition to transform everyday situations into loads of fun. It’s a drink with a twist. You don’t just sip it but you actually take a bite of it because it has real apple juice. The simple use of the sound of the apple bite not only brings alive the apple flavour but also adds some craze to our world. Brought alive here by the fabulous, vibrant and colourful actress Samantha Ruth Prabhu.” – Ritu Sharda, Chief Creative Officer, Ogilvy India (North).
The new variant will be available on shelves across key markets in India early this summer and will be retailed across more than half a million outlets across the country. Globally, Fanta is available in apple variants across many markets and is now available in India with Fanta Apple Delite.
Fanta is the market share leader in the orange segment and the brand aims to further build itself in the overall fruit-flavoured segment with this variant. The new flavor, which is forecasted to be a high-impact seller, will further strengthen Coca-Cola’s position in the soft beverages’ category in the country.
Campaign link: Here
