The Snack Saga – Fanta Brazil 2020 | Clapboard Ad Archive

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The Snack Saga - Fanta | Clapboard Ad Archive

Fanta’s The Snack Saga, launched in Brazil in 2020 by Ogilvy, delivers a digital campaign that fully immerses the brand in the country’s thriving food and drink culture, leveraging an epic-narrative lens to spotlight the playful synergy between snacking occasions and the effervescent spirit of Fanta. Tapping directly into a core behavior of Brazilian youth — the social ritual of casual snacking — Ogilvy crafts a story-driven video centerpiece that positions Fanta as not just a fizzy accompaniment but a catalyst for shared enjoyment and spontaneous moments of fun, weaving the brand into everyday routines with a fresh sense of levity. Rather than defaulting to conventional demos or straightforward testimonials, The Snack Saga plays with pop-culture conventions and genre tropes — what Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format — by riffing on the titular saga framework and infusing the world of snacks with exaggerated peril, adventure, or triumph, mimicking the familiar arc of heroic journeys in entertainment to render snack time as a moment worthy of legend. The creative execution aligns seamlessly with Fanta’s global positioning as Coca-Cola’s young, irreverent sibling, yet is unmistakably localized for Brazilian audiences by pulling from the textures and humor styles that drive engagement among digitally native consumers in the market, especially at a time when video-driven platforms were rapidly shaping youth culture. In a competitive landscape alongside category heavyweights like Coca-Cola, Pepsi, and Guaraná Antarctica — brands that respectively trade on heritage, boldness, and regional authenticity — Fanta carves a niche through narrative innovation, establishing an emotional presence that goes beyond refreshment to champion collaboration, laughter, and the enhancement of everyday pleasures. By embedding the brand in stories of communal snacking and sidelining overt product messaging, the campaign signals a clear shift toward content-led engagement that blurs the boundary between entertainment and advertising, with digital media serving as both the canvas and the stage for brand storytelling. The campaign earns 57/100 in Clapboard’s global creative archive. For an industry where product utility has long overshadowed cultural resonance, The Snack Saga demonstrates the potential of genre-driven narrative formats to recast brand relevance in the rituals of daily life.

Credits

Client

Fanta

Agency

Ogilvy

Category Mind Map

48%

The campaign for Fanta Brazil, titled "The Snack Saga," leverages a narrative approach to engage the non-alcoholic drinks market within the food and drink sector. Positioned as a playful and vibrant brand, Fanta’s proposition centers on enhancing everyday moments with fun and refreshment, particularly by pairing its drinks with snack experiences. The creative angle underscores Fanta’s role as a complement to casual, social consumption occasions, emphasizing enjoyment and spontaneity. Strategically, the campaign taps into local cultural habits around snacking and social interaction, aligning the brand with youthful energy and lighthearted storytelling. By using digital media and a narrative genre, the campaign aims to resonate emotionally with a younger demographic in Brazil, who seek relatable, entertaining content that mirrors their lifestyle. The approach reflects a deliberate focus on integrating the product into consumers’ daily rituals, reinforcing brand relevance beyond mere hydration to a source of shared enjoyment and flavor enhancement. This strategy creates an associative link between Fanta and moments of casual indulgence, thereby encouraging consumers to consider Fanta as an integral part of their snack-time routines.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. The campaign’s title, "The Snack Saga," and the description as a "Video Case Study" suggest that Fanta employs a parody or borrowed narrative format, likely mimicking the epic qualities or structures of popular 'saga'-type stories, potentially referencing genre conventions in a playful way. The use of the word “Saga” points to a stylized, tongue-in-cheek take on adventure or hero’s journey stories, harnessing recognizable cultural motifs rather than focusing on a direct demo, testimonial, or a problem/solution arc. No evidence points to symbolism, competition, celebrity use, or classic benefit-driven story mechanics. Instead, the campaign likely leverages familiar pop-culture storytelling tropes to create entertainment and engagement around snacking moments, positioning itself as a fun companion—aligned best with Format #12. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Coca-Cola – Market Positioning Coca-Cola leverages its iconic global brand heritage and emotional storytelling, positioning itself as a timeless, feel-good beverage that brings people together. It emphasizes happiness, sharing, and tradition, often aligning with major cultural and social events to maintain strong consumer loyalty in the non-alcoholic drink category. 2. Pepsi – Market Positioning Pepsi differentiates through a youthful, bold, and edgy image, focusing on pop culture, music, and sports partnerships. It targets a younger demographic by blending refreshment with entertainment, innovation, and trendiness, positioning itself as the choice for those who seek excitement and contemporary vibes. 3. Guaraná Antarctica – Market Positioning Guaraná Antarctica capitalizes on its authentic Brazilian roots by promoting local pride and tradition. It emphasizes natural ingredients stemming from the Brazilian guaraná fruit and positions itself as the national, refreshing soft drink with a unique tropical flavor tailored for Brazilian consumers. 4. Sprite – Market Positioning Sprite positions itself as a crisp, clean, and refreshing lemon-lime soda that cuts through the noise with clarity and authenticity. It targets consumers looking for refreshment and a straightforward, no-nonsense beverage experience, often spotlighting youth culture and active lifestyles in its campaigns. 5. Sukita – Market Positioning Sukita maintains a niche as a vibrant, colorful soft drink with a strong presence in Brazil’s regional markets. It differentiates itself by promoting a fun, carefree vibe with tropical fruit flavors, appealing to consumers who appreciate local flavor diversity and a lively, approachable brand personality.

Q: What is The Snack Saga about? A: The Snack Saga is a professional digital campaign created for Fanta by Ogilvy and launched in Brazil in 2020. Designed for the non-alcoholic drinks sector, the campaign centers on a single video asset that uses engaging storytelling to position Fanta as the perfect companion for snack-time moments. By weaving together themes of fun, spontaneity, and refreshment, The Snack Saga aims to connect with a youthful Brazilian audience, reinforcing Fanta’s playful brand identity and its role in enhancing everyday social and snacking occasions. Q: What creative device does The Snack Saga use? A: The Snack Saga employs Format #12 Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy. This approach leverages familiar pop culture storytelling tropes, parodying or mimicking the epic qualities of saga-type narratives in a playful, tongue-in-cheek manner. Rather than relying on direct demonstrations or testimonials, the campaign uses a stylized narrative structure that references recognizable genre conventions, creating entertainment and engagement around snacking moments and positioning Fanta as a fun, culturally relevant companion. Q: What is the campaign proposition for The Snack Saga? A: The campaign proposition for The Snack Saga is to position Fanta as an essential part of casual, social snacking occasions, targeting a younger demographic in Brazil. By aligning with local cultural habits and emphasizing enjoyment, spontaneity, and shared experiences, Fanta seeks to move beyond being seen as just a beverage for hydration. The campaign’s narrative approach aims to emotionally resonate with consumers, encouraging them to associate Fanta with moments of indulgence and fun, thereby reinforcing the brand’s relevance in daily rituals and driving deeper engagement within the food and drink category. Q: How does The Snack Saga rank in Clapboard's archive? A: The Snack Saga holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the non-alcoholic drinks sector. Q: Who are the competitors in Fanta's category? A: In the non-alcoholic drinks category, Fanta competes with several key brands. Coca-Cola leverages its global heritage and emotional storytelling to position itself as a timeless, feel-good beverage that unites people. Pepsi adopts a youthful, bold image rooted in pop culture and entertainment, appealing to those seeking excitement and trendiness. Guaraná Antarctica emphasizes its authentic Brazilian roots and unique tropical flavor, fostering local pride. Sprite is known for its crisp, refreshing profile and straightforward appeal to youth culture, while Sukita stands out with its vibrant, tropical flavors and approachable personality in regional Brazilian markets.