FANTA FIVE SCHOLARSHIP
Young One’s One Club Competition Submission 2024
The Situation
Fanta has always been perceived as a kid’s brand. Once kids become teens, they grow out of Fanta quickly. Out of sight, and out of mind.
We want to reposition Fanta as the sparkling soda brand for teens.But first, we have to get them to notice us in a big way.
Your challenge? Create a headline-breaking Fanta brand act that shows how our brand and product can play a role in popular culture that appeals to teens.
The idea
Fanta Five is a unique and immersive experience for 18-year-olds to enter a competition that will allow them to play a leading role in their future, by winning a scholarship from Fanta for $5,000. As they transition into adulthood, they seek experiences that make them feel part of something bigger and provide opportunities for personal growth and friendly competition, aiming to integrate Fanta into this phase of their lives. We have designed the Fanta bottles to correlate with each of the five senses - sight, sound, smell, touch, and taste. To enter, customers will scan the QR code on their bottle and submit their email to enter the race to unlock all five senses, and a chance to win the Fanta Five Scholarship. Five winners, one for each sense, will be chosen at random and revealed on Fanta’s Instagram. Fanta Five is an engaging journey empowering 18-year-olds through vibrant senses and offering a scholarship to shape their future, inviting them to unlock all five senses and discover possibilities.