FANTA
It’s not easy to be young in a world filled with crisis and darkness. Todays teens, also knowns as Gen Z, are no strangers to this harsh reality. Their entry to adulthood has been filled with challenges, ultimately creating a generation with a pessimistic outlook on the future and a yearn for the past. They long for a nostalgic time free from the complexities of adult obligations. To rekindle the carefree spirit of Gen Z's childhood and help them escape to simpler times, Fanta taps into the power of scent. The campaign SCENTimental uses microencapsulation technology, meaning the units release the scent of Fanta when touched or rubbed. The sense of smell is unparalleled in evoking memories and emotion, and the campaign offers a journey back in time through the familiar aroma of the iconic beverage Fanta Orange.