Fanta, known for its vibrant flavors and engaging campaigns, has embarked on a unique collaboration with TikTok, the popular short-form video platform.
The #FantaTikTokExperience is an innovative venture that blends flavor, fun, and cutting-edge technology, inviting TikTok creators to explore the interplay between sensory perception and taste.
Rooted in neuroscientific findings, the experiment aims to unravel how our senses influence flavor perceptions. The central question: Can watching a TikTok video alter the taste experience of a Fanta flavor? The collaboration delves into the dynamics between visuals, sounds, and taste to create an engaging and immersive experience for influencers.
Zainab Mohamed, Fanta Senior Brand Director at Coca-Cola Africa, states, “The compelling dynamics between our senses have never been more apparent. The power of visuals and sounds may transform the taste experience – a revelation that adds a whole new layer of excitement to enjoying Fanta.”
TikTok creators were invited to scan a QR code on limited-edition Fanta cans, launching a WebAR platform. The creators were then guided through TikTok videos while consuming the beverage, testing if they could perceive flavor shifts based on the videos they watched.
To enhance the experience, a live spectacle was hosted at Cape Town’s Zeitz MOCAA on December 20, 2023. This event took the neuroscientific experiment to the next level, presenting influencers with limited-edition Fanta beverages against a backdrop of distinct sounds and visuals. Reaction Booths captured the spontaneous responses of creators as they enjoyed the #FantaTikTokExperience.
The #FantaTikTokExperience exemplifies Fanta’s dedication to providing unique, creative, and playful experiences. This fusion of technology, creativity, and sensory exploration breaks new ground, offering a playful twist to the enjoyment of Fanta.