More Fanta Less Serious!

I took a mini trip this weekend to buzzing lights and big city of London, to be more precise Camden, so I could satisfy my fashion and clothing fix (obsession!)

Me in Camden!

On the way back to Camden station a very nifty PR campaign was being conducted by Fanta. A group of people clothed in bright orange T-shirts with the Fanta logo across the front were shouting ‘More Fanta, Less serious’ in front of a giant Fanta can shaped ice cooler. I immediately took a Free mini can of Fanta, one for my boyfriend and me. As you may already know, there are no bins in London and I came across this in the station:

As you can see from the above picture even passers by that did not get a chance to relish in the free orange fizz, were reminded of the brand for a while afterwards (until the cleaners did their rounds) a very good mini PR campaign in the heat of summer, after my little taster I went straight to the newsagents to buy a full sized bottle (Yum!)

These mini PR campaigns are great to raise awareness for a new product or item. Similarly these campaigns work for brands that are already saturated in the product life cycle that are using PR campaigns to extend its product life:

Product Life cycle

These Strategies help ensure continued awareness of the product and brand, It also can reflect a good image of the brand giving out ‘freebies’ in this instance. Other extension strategies include repackaging a product to keep up to date, Expanding sales abroad, discounting (although not recommended as can de-value a product) and total rebranding, for example Dime bar was re-branded to Daim Bar in 2005.

For small fast consumer goods such as fizzy pop, or edible items such as chocolate or cakes, this strategy of encouraging customers to try tasters of the product can emit product recall and encourages the consumer to buy the product next time they are in a supermarket or shop as the brand has become a fresh image in their mind.

Overall: A great trip to London, and a nice reminder of how much I love orange Soda :)