Wunderman Thompson, as part of the WPP OpenX Team, launched a campaign for Fanta to celebrate this rare lunar event and capture its stunning beauty – turning the orange moon into the world’s largest celestial vending machine by offering free Fanta to Fanta fans in Mexico who posted an authenticated picture of the #FantaMoon on social media.
Fanta turns the moon into the world's largest vending machine
Capturing a rare opportunity to turn the orange moon phenomenon into a delicious way to share Fanta's new formula
Dany Minaker & Sebastian Tarazaga
Global Executive Creative Directors & Chief Creative Officers, Wunderman Thompson LATAM
For thousands of years, humans have looked to the sky for spirituality and science. But for the first time, how could we inspire people to look to the sky for Fanta and drive engagement on an intergalactic scale?
To coincide with a rare orange moon lunar eclipse, Fanta turned the dull gray moon into a spectacular bright orange – or as we call it, the 'Fanta Moon.'
The lunar eclipse provided a delicious opportunity we couldn't pass up – a huge, orange moon visible around the world that captured widespread media attention. Using influencers, we fed the buzz on Instagram and Twitter, then we announced the arrival of the 'Fanta Moon: The World's Largest Vending Machine.' Fans everywhere could dispense a Fanta by posting a photo of the orange Fanta Moon and tag Fanta to claim their free Fanta at 7Eleven and McDonald's.
The project quickly achieved almost 1.5 million earned media impressions and over 5 million likes on social – metrics infinitely higher than Fanta's typical organic engagement on social.
At a Glance
Earned media impressions
At a Glance
Likes on social