Reconnecting Fanta with the Next Generation
Once a beloved childhood favorite, Fanta faced a growing disconnect with Gen Z teens (aged 11-19), who saw it as nostalgic but outdated. Gen Z is highly tech-savvy, socially aware, and active on social media, engaging with brands that connect to their digital lives. To stay relevant, Fanta needed a fresh approach that resonated with this new generation’s values, digital habits, and emotional needs.
Understanding Gen Z’s Desire for Connection
Research revealed that Gen Z’s constant online presence led to FOMO (Fear of Missing Out), a significant source of stress. They crave authentic, fun experiences and gravitate toward brands with a youthful voice that feels genuine. Competitors like Starry successfully engaged Gen Z through a casual, relevant brand voice, setting the bar high. Fanta needed a strategy to make its brand feel similarly engaging, cool, and social.
The Big Idea - From FOMO to FOMF (Fear of Missing Fanta)
To reconnect with Gen Z, I redefined FOMO as FOMF—Fear of Missing Fanta. The concept included creating an AR camera filter featuring a Fanta superhero character, making Fanta a virtual “friend” that could be a part of Gen Z’s social media interactions. The AR filter gave users a fun, shareable experience and made Fanta an easy, playful part of their everyday social lives. The Fanta superhero became a unique digital companion that users could interact with and share.
Design Process - Poster and Fanta AR Filter
Final Design - From Social Media to Real-Life Engagement
The final Fanta AR filter successfully reconnected Fanta with Gen Z, turning it into a fun, relevant part of their digital and social lives. This reimagined Fanta as a companion rather than just a drink, with users able to share the experience on social media. The final deliverables included school campus billboards, social media posts, and the AR filter prototype, all reinforcing Fanta’s new place in Gen Z’s world.
Fanta_boiii
Final Design - School Campus Billboard
Key takeaways
• Empathy for the Target Audience: Truly understanding Gen Z’s digital habits, emotional needs, and the power of social media in their lives was essential to creating a meaningful connection.
• Iterative Design: Feedback and testing are critical; they helped refine the concept, leading to a more interactive and successful AR filter.
• Blending Nostalgia with Innovation: Finding the right balance between nostalgic elements and a fresh approach allowed Fanta to connect with Gen Z in a way that felt familiar yet modern.
