Through the positioning analysis of Fanta and Orangina, we can now define what Keller calls the “heart and soul” of a brand: its mantras.
Emotional modifier
First, for Fanta, young refers to its target market (12 - 24 years old) and dynamic to its less serious and rebellion attitude. Orangina emotional modifier will correspond to the sensuality and the volatile aspects of its personages in ads: fun and whimsical clearly define the message they want to introduce in its customer's minds mainly through its personification point of difference.
Descriptive modifier
It is an all-in one experience for Orangina through its strong brand personality – its personification, its sensuality, its nature and its history. Fanta highlights the community experience through its closeness with the customers interacting with them and using different kind of characters to communicate.
Brand functions
Orangina is a (natural) beverage and its characters are the essence of the product itself: Half-human /half-animal creatures who drink Orangina as their source of life and behavior. On the other hand, Fanta is a beverage for young people (mainly teenagers) who drink it to keep being young and dynamic.
Here is a sum-up of Orangina and Fanta brand mantras:
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