Media Communication

CURRENT COMMUNICATION STRATEGY

On what and on whom do Fanta and Orangina play on their ads?

Strange animals for Orangina and Avatars (Andy and his friends) for Fanta. Both are very trendy and create a real universe around the brand.

Strange animals personify the Orangina brand and thanks to them, Orangina can use an off-the-wall-humor and sensuality in its ads. These animals promote the “ Stay alive “ message and explain that if you drink Orangina, nothing can happen to you!

These ads created divided opinions ( youtube comments ): some people like and other people do not like these ads because they do not understand the humor and the objective. Orangina seems to reach its goal: generate buzz! People talk about it, it is the most important.

Fanta uses games and it is also very clever, giving that gamification is a real phenomenon nowadays! Thanks to this, Fanta tries to create a real community around the brand and also tries to make people addicted to Fanta. In their ads, you can see Andy and his friends playing in a video game and the natural of the drink is pointed out. Andy and his friends promote the “ More Fanta, less serious” message.

People like this ad mainly because of the song! In Youtube comments, everybody asks for its title! Fanta has made a lot of partnerships with singers/DJs for its ads and it seems to be successful!

A DIFFERENCE IN THE COMMUNICATION APPROACH

There is a very deep difference between the international communications of these two brands. Actually, Fanta thinks more global, maybe and surely because it is a Coca-Cola Group brand. For exemple, the brand has only one website: www.fanta.com and you can change the language, but it is the same information for all the countries and it is the same for the Youtube channel and the Facebook account (some exceptions exist).

Orangina has a website for almost each country where the brand is present. That means that the communication is adapted to each country, the language engaged is the right one, special challenges are settled in each country etc… It is a “country specialized” communication.

A STRONG DIGITAL COMMUNICATION

In order to reach their target, both brands understand the necessity of investing on social networks and on the internet. They both invest a lot on it, building their brand image, communicating on games ( Fanta ) and humor ( Orangina ). Thanks to the networks uses analysis below, you will see that there are slight differences in the exploitation of the networks.

Besides, Fanta and Orangina work with every existing social media. But how do they use them?

 

Mid-November 2013 

Fanta also created different Facebook Challenge with dedicated pages. The latest one was a game where you had several challenges and pictures to take and to send on the Facebook page. The users were in competition to win : 1 PS VITA Sony, collector Andy figurines and SODA’s DVD. The objective was clearly to create a Buzz and viral marketing. 

Both brands are involved in this social media and it is essential to get in touch with their target: generation Y. Fanta, thanks to its international page, is more visited compared to Orangina but they both create a strong facebook community.

Mid-November 2013

ð Less tweets for Fanta France, but more successful than Orangina France. It certainly means that Fanta's tweets are more interresting than Orangina's ones. So, if you invest in this specific social media, just try to be attractive in order to generate other tweets and make people talk about you. Otherwise, there is no interest to invest on it! So, I personally think that Orangina is not successful on Tweeter and should work on the message they want to share through it.

Mid-November 2013

ð A social network not very well exploited by Orangina. We don’t very understand the aim of their post and they are not very connected with the rest of Orangina’s communication. Same analysis as Tweeter's one: a medi not well exploited whereas Orangina could share a lot of pictures about their events, their new ads etc...

Mid-November 2013

A social media very well exploited! An efficient platform for both brand to promote their new campaigns, challenges results and funny movies.We can notice that Orangina France has a bigger community than Fanta, but Fanta is more visited! So, Orangina builds a strong community arround this social media.

Mid-November 2013

ð  New use of the network but non exploitated and forgotten by the brand. I suppose it would be better for Orangina to chose 2 or 3 social media and be really involved in them instead of being present on every social media and set some of them aside.

Smartphone applications: Fanta’s strength

Orangina’s application: The Bash Machine

Prepare a joke for a friend and send it to him by Facebook!

Coherent with Orangina’s strategy: you can play with the strange animals and “bash” your friends.

                             

Fanta’s application: Fruit Slam 2 Game

Throw and pick up fruits .

Fanta’s application : Play Fanta – Saving the Source: ( connected with Facebook)

A real Adventure game with an interactive background. You have 9 levels and 3 TV commercials appear during the game. You play just for fun and to give some help to Andy and his friends. The application was launched in 20 European countries.

A measurable success: Part of the top 500 of the applications, maximum rated by the app users, more or less 1 million users, generated 14.5 millions “stories” on Facebook.

Use of QR code :

QR - Code is "a machine-readable code constisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone." ( Source: Oxforddictionnaries.com). Acutally, QR-code is about cross media communication. When you flash a QR-code, you are automatically re-directed to a website/social media.

Fanta: The brand uses QR code to promote its challenges and games. When you scan the QR-code you are re-directed to the challenge smartphone application. Everything is made to encourage people to participate to this game!

Orangina: Orangina's QR code re-directs the consumer on its Facebook page. The aim here is to create a community and inform consumers about the brand. 

CLEAR OBJECTIVE OF THE BRANDS: CREATE VIRAL MARKETING/ BUZZ MARKETING !

Viral marketing is a marketing strategy that facilitates and encourages people to pass-along a marketing message/information  by using unconventional means like the internet or e-mails.

Both brand use this strategy ! You always have links to go on different social networks on which the brands are present in order to share the information. In that way, they try to create a real community on the internet and make the user involved in the brand communication.

PRESS AND POSTERS CAMPAIGN

Orangina made a poster campaign in 2011 in Paris. Posters where in bus/subway stations and in the whole Paris.

Fanta has created in February 2013 the first ad you can eat! Innovative and also surprising. In order to make the consumer discover the Fanta taste, they created an ad that you can read and eat just after…
Fanta's goal: always impress and surprise their consumers!
Unbelievable! If you don’t believe me, just watch the video below…

People and the press talk about it! Even if this ad has not been launched in France, very famous newspapers and websites talked about it: L'Express, www.strategies.fr, www.lemondemarketing.com .

Hope you liked it!

Crazy Lemon