Company History 6: Fanta
Fanta was created in 1942-1943, during World War II when Max Keith, who was handling the operations of Coca-Cola in Germany during the war, ran out the, which could only be supplied from the United States. Keith Fanta, which proved a success, as Coca-Cola was reestablished after the war, adopted the Fanta brand.
The name 'Fanta' was suggested by a vendor Joe Knipp. His idea came through a competition that the company proposed to the employees in Germany, to name the product, in which Keith told them to let their 'Phantasie' (German for "imagination") run wild. The first soda had yellow and light flavor of apple, made from apple fibres.
Fanta has been positioned in a segment and young children, associated with concepts like friendship, imagination and fun.
The Fantanas are a group of spokesmodels who were created to promote Coca Cola's Fanta brand of soft drinks in the United States. The quartet has appeared since 2002 in advertising and personal appearances.
Genelia D'Souza is a Brand Ambassador of Fanta Apple
The drink was initially introduced in the markets of Andhra Pradesh and Tamil Nadu in October and December 2008, respectively. Now it is set to be available across the nation, so just ‘Go Bite’ it. The company has also roped in actress Genelia D’Souza as the brand ambassador for the same.
Amongst the first of Fanta's brand ambassadors was actress Rani Mukherji, who was seen in the summer campaigns of 2005 and 2006. South Indian actress, Trisha endorsed Fanta in the summer campaign of 2007. In 2008, the brand's campaign did not feature any brand ambassador.
Read more: History of Fanta