Fanta launches “The Chase” in a spectacle unique to the Middle East

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 worldwide in regions representing 90 percent of the brand’s global sales volume in 2011. In line with this global strategy, Coca-Cola Middle East has launched Fanta Chase, an online game that adds more fun and excitement to Fanta’s vibrant portfolio. The game was launched on Thursdayin a 3D video mapping projection stunt at the Dubai Mall Fountains at 7:30 PM; drawing thousands of Fanta fans to the spectacle.

The state-of-the-art technology used in 3D mapping draws three-dimensional points to a two-dimensional plane. Using this technique, video artists are able to match video to buildings that they are projecting on and create astonishing 3D effects, making it look as though the building is changing structure, and more. This exciting technology was projected on one of the buildings in Souk Al Bahar, captivating all families and children present.

“We are pleased to launch the Fanta Chase online game with such a unique and innovative technique that has never been witnessed before in the Gulf region, and that captures the fun personality of the Fanta brand,” commented Antoine Tayyar, Public Affairs and Communications Director, Coca-Cola Middle East.

This fun campaign appeals to the entire family with its flexibility to communicate the greate taste of Fanta while conveying the things about the brand that families already love, such as 100 percent natural flavors, caffeine free and fruity fun. The characters featured in the campaign encourage fans to have more Fanta Fun and be Less Serious, representing the brand’s carefree attitude and lively personality.

Fanta fans across the Middle East are encouraged to join Fanta Chase group on Facebook and help the Fanta characters retrieve the bottle in an adventurous chase, for a chance to win an all new iPAD 2.

The “Less Serious” campaign has been implemented on a regional basis for several years in markets including Latin America, Europe, Africa and Asia, and was launched globally at the same time as the Middle East.