The 2-Year Process That Revived an $18 Billion Icon | Inside the Fanta Marketing Factory - Marketing Factories

Marketing Factories 21 Απρ

The 2-Year Process That Revived an $18 Billion Icon | Inside the Fanta Marketing Factory

Fanta is an $18 billion brand sold in over 180 countries. For the past three years, Ibrahim Khan, Fanta's Global Marketing VP, has been tearing it apart and rebuilding it from scratch.

In Episode 2 of Marketing Factories, Ibrahim joins Dafni Prosalika to reveal the strategy behind the brand's biggest-ever gaming campaign, launched with Xbox and Activision Blizzard across 60+ markets, and why it took two full years to find the two words that would rediscover what Fanta stands for.

Ibrahim also talks about what it takes to hold a coherent brand across 190 countries while giving local teams real autonomy, what it means to market in a world where your consumer holds the mic, and more.

Key themes:

The two-year project that stripped an $18 billion brand back to two words
Why one simple global strategy still needs 190 different executions
How 70% of Fanta's investment moved away from TV
What authenticity actually costs in gaming culture, and why live experiences are part of the answer
How a network of 40-50 marketers holds a global brand together through autonomy rather than control
Why the fundamentals of great marketing haven't changed

00:00: Campaign Intro

01:18: Xbox & Activision Partnership

03:07: New Limited Flavors

04:08: Influencer & Gear Strategy

06:16: Rediscovering Core Values

08:36: Reaching Gen Z Gamers

10:47: Global vs. Local Scale

12:35: Entertainment Brand Vision

15:42: Rewards & Live Experiences

17:21: Authentic Fandom Engagement

19:34: Digital-First Marketing

23:27: Strategic Brand Shifts