LO1: Analysis of a media campaign: Fanta Friday

Fanta released a campaign which included a new video advert, a change of Fanta's bottle design, and new outdoor posters. The campaign specifically targeted at females aged 18-25 and especially targets those people who are in higher eduction. Since the characters appearance looks like a stereotypical English student (Blonde hair, white and glasses). The character's hair is also the same colour as the drink which is featured in the campaign, which makes the campaign more since everything in it has a certain colour scheme.


The narrative of the video advert depicts a load of people in class (presumably students) who are bored, the clock ticks until suddenly its Friday, and the clock flies of leaving a trail Fanta behind it, and suddenly the whole room turns into a party, which the main drink being drank is Fanta.

The video adverts message is for people to buy Fanta, in order to have a great time partying on Friday. This applies particularly to students, since they are probably tired from their studies, and are looking for a way to get energetic so that they can party through the night. Fanta being a sugary drink would be a solution to being tired, and also tastes good and therefore would appeal to students. The characters incorporated into the video all look like stereotypical students, and many of the characters have different ethnicities in order to promote the idea that any one can drink Fanta, and therefore make the product appeal to a mass audience. The whole room turns orange, like the colour of the drink, and many of the characters hair colour is blonde or orange like the colour scheme on the drink. The video ends with Fanta's trade mark, and the message says "grab a taste of Friday" which connotes the idea of when you grab a Fanta drink, you are grabbing a ticket to a good Friday. I think Fanta decided to use a video advert for the campaign and upload to it youtube, because of how popular youtube and other social media sites are among students. Students are likely to share the video around due to the videos party nature which they are into, which means the advert will get free advertising.


During the campaign Fanta also changed the logo, making Fanta look more groovy and exciting which could be the connotations of a party which is groovy and exciting. Because the  bottle has the same colours incorporated on the design as the video advert, the campaign has synergy, which means that customers are going to recognise the campaign and it is going to stick in their heads more, meaning they would be more likely to but Fanta when they are in need of a drink, since the campaign will have made such an impression on their memory.



On the outdoor poster, the poster basically has the same narrative, since the poster depicts the stereotypical student holding a can of Fanta, in the same orange craziness which is depicted in the video advert which is meant to represent the party which is incorporated in the video advert. At the top of the advert the Fanta Logo is there in order to ensure the viewer of the product knows what the advert is for. The poster even includes #FantaTastesLike in order to encourage students to use their social media to advertise Fanta's products for them.