'WHAT THE F?' IS FANTA DOING?
As the Coca-Cola Company released their limited-edition line of mysteriously flavored beverages in the ‘What the Fanta’ collection, Legend was tasked to lean into the mystery campaign and drive awareness for the launch.
Legend leveraged Gen Z’s desire for brands that are playful and curious to capture their attention in a disruptively impactful way. Legend generated earned media coverage with a two phased strategy: the design and release of an Insta-worthy mystery-themed question-mark shaped media kit, followed by the creation of the world’s first fully functioning street mural vending machine which dispensed the WTFanta product to New Yorkers.
Legend earned more than 47MM media impressions and 600k social impressions, with on-the-ground buzz at the NYC event, sampling more than 1,000 bottles of WTFanta.