In order to stay ahead of the competition and explore more creative ways of connecting with their target audience, Brand Managers are resorting to animated characters in projecting their brands. It is in the light of this that Beverage giant Coca-Cola has unveiled its latest unique individuals that are diverse in personality and interest but bound by their passion for play, they make up the Fanta crew, present in all of Fanta’s recent messaging, which is heavy on the brand’s association with youthfulness, play and vibrant colour.
Leader of the pack, Gigi, strikes a chord with all young people. Adventurous, brave, fiercely loyal, intelligent and strong, Gigi loves parties, sending texts and traveling, but she sings out a warning…don’t be late, don’t argue when there’s no point and don’t be a coward.
Cool-dude, Tristan, is the style king of the Fanta pack. Dapper and suave, Tristan is self-confident, proud of his talents and cannot imagine a world without music, preferably blaring through his oversized headphones or flying off his DJ turntables at parties.
Maude is the creative genius in Fanta’s Universe of play. Maude lives to play. Impulsive and artistic, the world is Maude’s dancefloor as she reworks a line from John Lennon’s classic hit “Imagine” and “Imagines all the players, living for the play”.
The use of brand characters to personify brands and engage customers was made popular in the 1950s after global cereals brand, Kellogg’s introduced cartoon mascot “Tony the Tiger” for its frosted flakes breakfast cereal. Decades after his birth, “Tony the Tiger” transcends his role as a mascot for Kelloggs’ Frosties and is now an embodiment of the brand’s identity. So integral to the Frosties image is Tony, his absence on packaging raises questions of authenticity.
http://perfectbrandsng.com/fantas-world-of-play-deploying-animated-characters-for-brand-association/
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