If Fanta is going to be the drink for the next generation, it is going to have to do a bit more than just pop out on a shelf. So we dug deep into the vast interests of our fans saturating our brains with 8-bit kingdoms, retro-realms and vapor-wave landscapes. When the research wore off we tried to make a few flavor worlds that were as fun to discover as they were to create.

From flavor-centric films, to street-level OOH, to unlockable Snapchat content, every campaign element of “It’s A Thing” was made with the intent to stand out for the category yet still feel discoverable, giving teens something to take co-ownership of as they reacquaint themselves with their favorite flavor of Fanta.

CW: Cory McCollum CD: Marcus Brown ECD: Rob Baird