Working on the #WTFanta campaign was a highlight of my career because I'm a sucker for mystery flavored products and my ego loved knowing the flavor before the rest of the country. I'm petty like that.
don't delete this strip, needed on mobile, is hidden don't worry
Phase 1: Launch
Our influencer partners kicked off the campaign with posts teasing an exciting announcement. Then, after #WTFanta hit shelves, we took it up a notch with more fan and influencer engagement as well as social posts which secretly contained flavor hints.
Phase 2: AR Mini Game
We created an AR mini game that fans could play to unlock flavor hints. Our influencer partners posted videos of themselves playing the game and encouraged fans to report back with the clues they unlocked.
Spoiler: I wrote hints that were intentionally vague & misleading in order to foster outrage and preserve the mystery. Sorry not sorry.
Phase 3: Twitch Reveal
For the big finale, we created a web game: Multiverse of Flavor. The game consisted of four levels, each a nod to a different classic Fanta flavor. In order to reveal the #WTFanta mystery flavor, our influencer partners went live on Twitch and played until the secret was out.
