Among the great mythical advertisements that have been seen on television and that have settled in the collective memory, those of soft drink brands usually occupy a prominent place. Soft drink brands have invested a lot of money in positioning themselves before consumers using television and have made their messages become one of those always remembered and always present. Consumers will most likely remember at least one of them, if not more than one, even if they have seen it many years ago.Therefore, that a soft drink brand decides to throw in the towel with television is not only an example of how things are changing in advertising and in brand strategy but also of a quite historical change. And that’s just what just happened: Fanta, owned by Coca-Cola, is going to abandon television as an advertising medium to focus on the new channels that the network has created.”

Video is a very important medium for us, but we want to connect with teenagers who are Lebanon Phone Number List consuming video and that is through online videos and OTTs,” says Tutul Brahman, Fanta’s brand director, to Digiday , the medium. that reveals this turn of strategy.As reported by the British media, Fanta ads will disappear from television this year. The soft drink brand will migrate its investment from traditional television to new online channels. They will focus on streaming, video platforms and social channels in order to be present where adolescents are. As Rahman points out, the brand wants to reach the “new generation” using the formats they use “which turn out not to be television.” Fanta is instead using Snapchat and Instagram heavily, focusing on creating connections and community.Most of Fanta’s spending on media (and in 2018 it was $ 5.4 million) will thus go to social channels.

Interestingly, the money that does not end up in online channels will end up in outdoor advertising media and (here the striking fact) in cinema advertising. Outdoor advertising is focused, as one of its communication managers explains, in places with a lot of traffic (and by the examples that it puts near the point of sale).What this says about the marketing’s move is interesting not only for what it says about the strategy of a very popular brand, but especially for what it hints at about how the market is changing and where things are going.The brand wants to connect with a young audience and keep them as consumers of its drink (a drink, let’s not forget, that it is going through, like all soft drinks, a questionable moment for its survival, since they are not considered healthy drinks).

To achieve this, you have to press the most appropriate keys and, according to your conclusions, those are not on television.The decision of the beverage brand is, therefore, another symptom of the crisis in television audiences and the problems it faces. In fact, it is still striking that Manta has not abandoned the cinema as an advertising channel, but that it does so with linear television. TV has lost its ascendancy as the ‘cool’ channel, as the medium that everyone watches. You need to be able to reinvent yourself if you don’t want to face a desperate situation.

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