Fanta

Do you think the grapes tell each other secrets?

SLOGAN: "We watched an ad… or we returned to ourselves."
INSIGHT: "The world is far too serious; sometimes the only escape is to feel like Fanta."
TARGET AUDIENCE: Efe, 21, university student. Reacts fast to absurd content.
TEAM: IdeaPen Agency

A Philomena Cunk–inspired story spilling into Kadıköy square: "have you ever followed your own shadow?"

inspiration: cunk on earth

Fanta x Absurd Questions x Escape: Philomena Cunk inspiration board

BRIEFFanta is a beloved flavor, but desire and cultural connection have weakened in the minds of young consumers.

OUR IDEAWe turned Fanta's fruits into absurd characters who ask questions but never look for answers. On TV, we built a talk show series where İsmet Ve asks celebrities unanswerable questions. A question arrives, confusion sets in, Fanta is sipped, reality slows down. The same language continued on radio, digital, outdoor, and in experiential spaces.

tv commercial series

Three flavors, three rooms: Lemon, Gooseberry, and Mango. In each room, İsmet Ve has a different guest and a different absurd question.

outdoor

We did not show the product, we showed curiosity. One-sentence questions that catch attention in 2-3 seconds along Taksim, the E-5, and the TEM highway.

digital

The same moment of pause on YouTube, Instagram, and TikTok; absurd questions asked directly to the user in digital banners.

The campaign was also built around radio (three 10-second micro scripts), influencer and podcast collaborations, kiosks (a chance to win Fanta Fest tickets), and a four-season media plan.