Whilst the Flavours category in Western Europe was growing (+4.5%), Fanta’s bubbles had gone flat. We were losing volume share and had to regain category leadership. One key pillar in our ambition to regain the leadership status we once had was to bring new news to the market, and recruit drinkers into a Fanta drinking habit. Our second edition of our mystery product innovation, WhatTheFanta, was our big bet for the brand.

We set out to get teens across Europe to try and re-try the new WTF by getting them to uncover the flavour that didn’t belong in our bottle. With a long shelf-life, we knew we had to get the product into teens hands again and again over 4 months. But, how do you keep Gen Z interested? By acting like the one thing they can’t get enough of: true crime. With a suspenseful trailer, and 6 socially integrated episodes full of plot-twists and clues we get to follow Jake, our main character, as he uncovers the imposter in our bottle. Taking things that aren’t very serious (like ourselves), very very seriously, is in Fanta’s creative DNA. Applying every last tool of true crime to our silly blue mystery bottle provided us with a rich creative playground, and helped us drive trial of WTF.