Project: Creative idea

Background

Made in Italy is synonymous with quality and tradition. Especially when it comes to food.

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Problem

Despite the fact that the label of the Fanta blood orange and lemon flavors clearly communicates their preparation with real Sicilian PGI oranges and lemons, the two drinks are still perceived as an industrial products and not healthy enough.

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Insight

By changing the order of the addends, the result does not change.

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Idea

We sell Sicilian IGP blood oranges and lemons in the most famous Sicilian local markets with a traditional label and wrapper signed by Fanta. 

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Execution

At the Vucciria market, at the A' Piscaria fish market in Catania, and in all Eataly Stores, a Fanta pop-up store stall will be set up, where it will be possible to buy Fanta branded Sicilian blood oranges and PGI lemons in addition to drinks. 

The customized wrapping of blood oranges and lemons will be made of environmentally sustainable material. The design will take up the shape and style of the various traditional examples but will be modernized to better fit the Fanta brand.
The same design will be carried over to the bottles in a special limited edition of the blood orange and lemon drinks.