Introducing the Fanta Moon

For one night only, across the world, we turned a rare lunar eclipse, known for its huge size and bright orange color, into a deliciously large Fanta vending machine. This was a mobile brand activation of epic proportions, seen and engaged with by millions.   

We turned the rare large moon (lunar eclipse) on Thursday, November 8, 2022, into the galaxy’s largest ever, deliciously orange, Fanta vending machine–for one night only.  

In order to take part, fans had to take a photo of the moon and share it on social media using the hashtag #Fantamoon to receive a free Fanta at participating 7 Eleven and McDonald's locations. 

Going beyond traditional mobile advertising paid off in a big way. 

The reaction was huge. From celebrities and influencers to Fanta fans all over the world, people loved engaging with the big bright orange Fanta vending machine in the sky.  

Over 5 million Likes on Facebook 

Over 1,000x brand engagement benchmarks 

More background: 

Fanta had a new flavor formula and wanted the world to try it, but trials and coupon redemption are always a challenge that typically require major media investment and time. Fanta wanted to get cans in hands quickly, at a large scale, while also increase brand affinity, awareness, and continuing to define their brand as deliciously fun. 

Teens have become so cynical about product innovations; brands today need to go over the top to get their attention. Simply advertising “new and improved” doesn’t cut it. 

Our strategic challenge was simple, yet ambitious: to out-top everybody else. 

For Fanta, which is meant to be all about fun, the sky is the limit. Scratch that - the sky didn’t need to be our limit. Instead, it could be our canvas. The coincidence of an orange-colored moon matching the iconic Fanta orange gave us an unmissable opportunity. 

We would go cosmic! Our audience of fun-loving, spontaneous, spirited 12-19 years old goes insane whenever someone defies expectations. We took our shot, and it paid off. 

Community managers verified the legitimacy. Once the photo passed, a DM was sent with a code for people to redeem their free Fanta. The campaign lasted one night only, during the eclipse, and took 3 weeks of planning and production to pull it off.