Case Study: Fanta sparks a nationwide language movement in Morocco with VML

Fanta boosts purchase 25% with VML

The customer Fanta faced the challenge of launching a new orange recipe in Morocco, a market where fresh juice is the ultimate benchmark. They needed the product to stand out and required more than a simple product claim to convince consumers. The vendor VML was engaged to address this.

VML's solution was to invite Fanta's Moroccan fans to invent new words to describe the unforgettable new taste, turning the product launch into a nationwide language movement. This community-created content spread across social media, radio, retail, and OOH. The campaign achieved a reach of 3.2 million across social platforms, 5.6 million organic video views, and resulted in a 25% increase in purchase, successfully strengthening the launch for VML's customer.

Fanta