Fanta
Objective: Keep kids as loyal customers into their teen years and beyond.
Insight: Today’s teens are under more pressure than ever. All the stress of life takes a toll but their passion for creating a better world doesn’t waver. The best way to a better future is caring for themselves.
Approach: Show teens that Fanta is cool and supportive by prioritizing teens’ mental health.
Special edition labels
Package design reflects various moods. Scan the QR code to access Headspace content for teens like meditations, pep talks from therapists, and classical music for studying.
“Venting” machines
Interactive vending machines placed at events do not just dispense soda, they allow teens share what’s on their mind. Everyone feels their mood lift after a rant and a free soda.
The prompts on the screens allow the user to take a break from holding all their emotion in as they let loose and vent.
Social Media: The Drip
“Drip” is Gen Z slang for “cool.” This social media destination posts bite-sized mental health hacks.
Art Design: Michele Aed