Fanta

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For other uses, see Fanta (disambiguation).
Fanta
Fanta logo global.svg
Fanta logo used since 2008
Type Soft drink
Manufacturer The Coca-Cola Company
Country of origin Germany
Introduced 1940; 76 years ago (1940)
Variants See International availability
Related products Sunkist, Crush, Slice, Mirinda, Tango

Fanta is a global brand of fruit-flavored carbonated soft drinks created by The Coca-Cola Company. There are over 100 flavors worldwide. The drink originated in Nazi Germany under trade embargo for Coca-Cola ingredients in 1940.

New Fanta logo used in Poland, Italy, Romania, Serbia, and Malta only

History[edit]

75th anniversary release of Fanta in Germany.

Fanta originated as a result of difficulties importing Coca-Cola syrup into Nazi Germany during World War II due to a trade embargo.[1] To circumvent this, Max Keith, the head of Coca-Cola Deutschland (Coca-Cola GmbH) during the Second World War, decided to create a new product for the German market, using only ingredients available in Germany at the time, including whey and apple pomace – the "leftovers of leftovers", as Keith later recalled.[1][2] The name was the result of a brief brainstorming session, which started with Keith's exhorting his team to "use their imagination" (Fantasie in German), to which one of his salesmen, Joe Knipp, immediately retorted "Fanta!"[2]

The plant was effectively cut off from Coca-Cola headquarters during the war. After the war, the Coca-Cola corporation regained control of the plant, formula and the trademarks to the new Fanta product—as well as the plant profits made during the war.[1][2]

Fanta was discontinued when the parent company was reunited with the German branch. Following the launch of several drinks by the Pepsi corporation in the 1950s, Coca-Cola competed by relaunching Fanta in 1955. The drink was heavily marketed in Europe, Asia, Africa and South America.[3]

Marketing[edit]

United States[edit]

Fanta is known for its upbeat advertising; in the United States, it showcases The Fantanas, a group of young female models, each of whom promotes an individual Fanta flavor. For the re-introduction of Fanta in the United States, Coca-Cola worked with the ad agency Ogilvy (NYC) in 2001. After a brainstorming session, the Ogilvy creative team of Andrea Scaglione, Andrew Ladden and Bill Davaris, created the tagline "Wanta Fanta!" which became the jingle for the Fantanas in the broadcast campaign. The campaign lasted from summer 2001, in the form of a successful trial run, to October 1, 2006. Three years later, in June 2009, Fanta re-launched the campaign. They also held a talent search to find the pineapple Fantana, and, in September selected Shakira Barrera to become the fourth Fantana.[4] After Barrera won the search, she spent a year at her post, with the latter six months as an actual Fantana called Lily.

International availability[edit]

Variations of Fanta or Fēndá (芬达) in Chinese market.
Fanta Shokata (labels upside down as part of the "turn the world upside down" ad campaign[5])
Fanta Orange Zero, sugar free version of Fanta Orange

There are over 90 different flavors worldwide. In Serbia, Albania, Bosnia & Herzegovina, Croatia and some other countries, there is "Fanta Shokata" (a wordplay between "soc" -elderberry in Romanian- and "shock") based on an elderflower blossom extract drink, traditional in Romania (where it is called Socată), Serbia, Bosnia & Herzegovina, Croatia and other Balkan countries.

Orange Fanta is also available in Canada; however, the formula for Canada's Orange variant differs from its American and German/European counterparts, notably in that the German contains orange juice,[6] the Canadian contains tangerine juice[7] and the American contains neither.[8] The other variants available in Canada are Grape and Cream Soda, both made with real grapes.[9]

Primary competitors to Fanta have included Tango, Mirinda, Sunkist, Slice, Sumol, Crush, Tropicana Twister and Orangina. Fanta was the second drink to be produced by Coca-Cola, after the original Coca-Cola.

International popularity[edit]

  • In Japan the market often issues seasonal rare flavours like yuzu.
  • In Greece you can find a non-carbonated version of the original Orange Fanta, called Fanta Blue

Controversy[edit]

A 2005 British television advertisement for Fanta Z showed a couple enjoying a picnic on a beach and drinking from their cans of Fanta Light, but then calmly spitting the drink out. Others were also shown spitting the drink out in similar ways. The viewers complained that the ad condoned spitting and that children were reported to have copied the ad. A head teacher said that children in the playground had mimicked the commercial. The majority of complaints to the Advertising Standards Authority (ASA) said the images were disgusting and thought it was inappropriate because spitting posed a health risk. The ad became restricted to the post-9pm broadcasts. The ASA agreed that viewers would not want children to see something perceived as anti-social, but did not consider that the images showing people spitting would cause widespread offense or pose a significant health risk.[10]

75th anniversary advertisement[edit]

In February 2015, a 75th anniversary version of Fanta was released in Germany. Packaged in glass bottles evoking the original design and with an authentic original war-time flavor including 30% whey and pomace, it is described on the packaging as "less sweet" and a German original. An associated television ad referenced the history of the drink and said the Coca-Cola company wanted to bring back "the feeling of the Good Old Times" which was interpreted by many to mean Nazi rule. The ad was subsequently replaced.[11][12]

See also[edit]

  • Royal Tru - Fanta's Filipino counterpart.
  • Hit - Fanta's Venezuelan counterpart.
  • Crush - Fanta's rival.
  • Tango - Fanta's British rival.

References[edit]

  1. ^ a b c Mikkelson, Barbara (April 29, 2011). "The Reich Stuff?". Snopes. Retrieved March 11, 2012. 
  2. ^ a b c Mark Pendergrast: For God, Country and Coca-Cola, Charles Scribner's Sons, New York, 1993
  3. ^ "Why do foreigners like Fanta so much". Slate. August 2010. 
  4. ^ "MediaPost Publications Fanta Comes Back After Nearly 20-Year Absence 08/07/2002". Mediapost.com. Retrieved 2012-10-21. 
  5. ^ "UM fanta shokata". Universal Media. 
  6. ^ "Fanta Orange, 0,5l". Codecheck.info. 
  7. ^ http://www.walmart.ca/en/ip/fanta-orange/6000097120109
  8. ^ "Amazon.com : Fanta Orange Mini-Cans, 7.5 fl oz (Pack of 24) : Grocery & Gourmet Food". 
  9. ^ "Flavours". 
  10. ^ Pearlman, Julia (6 July 2005). "Mother's Fanta Z TV ad gets restriction after kids copy spitting". Brand Republic. Haymarket Media. Archived from the original on 15 September 2012. 
  11. ^ "Coca-Cola pulls German Fanta ad over Nazi controversy". AOL Money. Mar 5, 2015. 
  12. ^ Snyder, Benjamin (3 March 2015). "Coke pulls Fanta ad over Nazi controversy". Fortune. Retrieved 9 March 2015. 

External links[edit]