In the summer of 2022, a brand new Fanta flavour hit the market. We decided to introduce the new flavour by inviting our target audience to a free and exclusive concert held by up-and-coming artist FreeFinga. Only 400 people were able to get invitations to the event – and they were the first ones that saw FreeFinga’s announcement on his social media.

Tickets for the event disappeared within a couple of hours of their launch. Meanwhile, on the evening of the event, Instagram was full of pink colors and joyful moments from the Fanta’s new flavor-sponsored concert.

Coca-Cola, 2022