FANTA DEL REY

Spec Work

Teenagers don’t care about Fanta anymore. However, they do care about musician Lana Del Rey, who interestingly has a strong affinity for soda and often references soda brands in her music.

Let’s rebrand Fanta with Lana Del Rey’s Americana and vintage-romance aesthetic to encourage her to mention Fanta in her next track, ultimately getting Lana Del Rey—and thus teenagers—to care about Fanta.

THE LIMITED EDITION REBRAND

REBRAND VISUAL REFERENCES

Street view from outside Lana’s recording studio.

OOH

INSPO

Sign held front row at a Lana Del Rey concert.

INSPO

Spread in Vogue Magazine (Lana’s fav)

INSPO

SUPERFANS

Fanta will invite superfans to beta-test their new design and in turn, they will ask Lana the burning question.

Lana and her fans are known to call themselves "sad girls," a theme echoed in several songs like "Born to Die" and "Summertime Sadness.” Let’s have Fanta help improve their mood by donating the proceeds from Fanta Del Rey to mental health efforts.

#SUMMERTIMEWELLNESS

LANA RESPONDS

If our campaign successfully captures Lana’s attention, she’ll respond to Fanta Del Rey with a new hit single! Listen to a clip of “Orange Sunset” below.

B.Y.O.F.

Inspired by Lana’s love for vintage cars and old-Hollywood glamour, Fanta will host a two-part event. By day, a vintage car show, and by night, a drive-in movie screening of an old-Hollywood classic. Just make sure to B.Y.O.F. (Bring Your Own Fanta)!

I am the only person who worked on this project.