This ad launched Fanta Lime in Russia 2002. It was the agency’s best known TV ad and was shot by a famous Danish Director- Joachim Back. He knew ice hockey.
The commentary? “He’s licking the ice!” It was supported by a very visible OOH campaign as well as in-store activity.
Impressively, this campaign took 30 % of the soft drinks market in the first 3 months.
We won a statue at Moscow International Advertising Festival 2003.
As in other countries, Fanta Russia is aimed at young, slightly rebellious teens. Here, they sneak off during a school trip to the Space Museum. The ultimate launch ad.