Approach:

Relevance set out by understanding the category of sparkling flavors, what drove consumers towards it and what prevented them. Some categories with adjacency were also studied to understand the likelihood of a switch, and what creates their appeal. 

Using Relevance TAGS®  methodology, we were able to identify the spontaneusly expressed brand values of Fanta, the key attributes that provide a competitive edge to the brand, and those associations that jeopardize its popularity among the core target group. By dissecting the rational and emotional perceptions about Fanta vis-a-vis its competitors, we were able to diagnose precise areas which were leading to a loss of appeal for modern teenagers, and how the communication message needed to be restructured. We also evaluated the impact of recent campaigns, and recommended certain tweaks to the theme, along with their semantic associations and words to avoid, for Fanta to regain its popularity among its young target group.