Fanta to hire its first Teen Marketing Officer in Pakistan
Being a millennial, one of my favourite advertisements this year was the Fanta Teen Marketing Officer ad that made it to the television screens. What a fun idea, I thought. Fanta’s management may just go berserk, I thought. Millennials have shoved themselves into large corporate houses and really shaken things up. And that’s exactly the kind of disruption that the world has been obsessing about for the last three years or so.
In August 2017, social media celebrity and comedian Zaid Ali announced his appointment as the first Chief Fanta Fun Officer where his role was to hire Pakistan’s first Teen Marketing Officer. The move came in as part of Fanta’s global strategy, and was dedicated to hire a 16-19 year old for the job.
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Speaking of the initiative, the lead at Fanta’s creative agency, as reported by Dawn, said:
“The aim of this global initiative is to shift the brand’s focus towards millennials and the best way to sell to teens is to start behaving like them”
The campaign included a university roadshow across Pakistan, selecting two candidates based on their social media popularity and ‘funtastic’ personality. Maria Unera, now 22 has been singing since the age of 17, whereas Hina Altaf, model, VJ and actress (Gumrah, HUM TV), is aged 23.
Creative Director at Ogilvy & Mather Pakistan, Zehra Zaidi said:
“Encouraging teens to vote will give them a feeling of being involved and a part of Fanta’s teen marketing team. It is a reflection of a shift in the ethos of the brand; the aim is to make it hip among the youth.”
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By The Teens, For The Teens
Along with television campaigns, OTT and other mediums, an online voting system will be set in place allowing people to know more about the selected candidates before they cast their vote on the brand’s website or Facebook page.
“Encouraging teens to vote will give them a feeling of being involved and a part of Fanta’s teen marketing team. It is a reflection of a shift in the ethos of the brand; the aim is to make it hip among the youth.”
The appointed TMO will work with Zaid Ali to implement initiatives that aim to engage their target audience.
Image source: Fanta Pakistan/Ogilvy
