Fanta creates more play for consumers with the brand’s most unified and largest global marketing campaign to date. ‘Less Serious,’ launched in 2007, will now reach teens and moms worldwide in regions representing 90 percent of the brand’s global sales volume in 2011. The fun has started in many markets around the world and is kicking off in the United States on March 30, with the broadcast debut of Fanta’s ‘Chase’ commercial on ‘American Idol’ on FOX.

The campaign has been implemented on a regional basis for several years in markets including Latin America, Europe, Africa and Asia. To capture Fanta’s diverse consumer group, ‘Less Serious’ will be rolled out with a flexible approach that allows each market to choose from three marketing focuses— communicating the product’s irresistible taste, the brand’s less serious attitude, or new product news. Each of the marketing components maintains the same overarching theme featuring bubbly animated characters as the catalyst to bring more play and a less serious attitude to life.

The campaign continues to build on rich visuals and animation featuring a production quality that approaches the level of artistic detail found in the most sophisticated animated films. The central animated characters each have their own unique personalities to help teens relate on a personal level. For example, the character Tristan is creative and street smart, but also mischievous and sarcastic, while Ginger is sophisticated, fashionable and attractive, but is only interested in people who strive to achieve the most fun out of life.

The campaign was created in partnership with creative agency Ogilvy & Mather and Psyop, an animation shop and the creators of Coca-Cola’s Happiness Factory. Through state-of-the-art animated teen characters, Fanta will work to encourage moms and teens to be less serious and keep playing through interactive traditional and non-traditional marketing efforts including broadcast commercials, print and out-of-home advertisements, mobile ringtones, websites, digital banners, and in-store displays. More than 100 markets will use the same universal website design, found at www.Fanta.com, to ensure that wherever teens go in the digital/mobile landscape they will experience the same encouragement to be ‘less serious.’