Launching a new Fanta flavor is all about bottling up the feeling of fun and excitement. For the new Fanta Melon d'O (Watermelon), I worked on the social media campaign, and the main goal was to create a whole world of vibrant, playful content that felt as refreshing as the drink itself.
While I was with the team at Moris Pub Ogilvy, we handled the social media launch for Fanta Melon d'O on behalf of Phoenix Beverages. The creative task was to build a ton of excitement and awareness around this new watermelon flavor. We developed a multi-faceted content plan that included everything from simple, eye-catching announcement posts and short video loops to interactive games and fun, occasion-based lifestyle shots. The whole campaign was designed to be energetic, colorful, and super engaging.
Launch & Hype Posts.
This was the first wave of content, designed to be simple and impactful. We created visuals like the "Nouveau" (New) announcements and the short, sizzling video loop of the bottle. The goal here was just to grab attention and make the new flavor look incredibly refreshing and exciting.
Engagement & Games.
To get the audience involved, I designed a series of interactive posts. This included things like the maze and the slot machine graphic. These were fun, simple ways to get people to stop scrolling and actually play with the brand, creating a more memorable connection than just a standard ad.
Lifestyle &
Occasion Posts.
Occasion Posts.
This category was all about showing how Fanta Melon d'O fits into the Mauritian lifestyle. We created visuals for specific moments, like the "beach day" setup to connect it with summer fun, and even a playful "Summer Christmas" post with a watermelon snowman. These posts made the drink feel relevant and part of local life.
This project was a great experience in building a full-funnel social media campaign. It went beyond just announcement posts and into creating a whole ecosystem of content—from hype-builders to interactive games to lifestyle inspiration. It was a good lesson in how a variety of different posts can work together to create a launch that feels like a non-stop party.
