The Coca-Cola Company has launched its new version of Fanta in Chile, the first relaunch of the product in Latin America.
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Coca-Cola Chile’s marketing manager, Dino Troni, said the relaunch represented one of the company’s largest planned investments in 2003. The promotion campaign will include an event at Chile’s National Stadium and appearances on popular TV shows.
The formula of the soft drink has been altered slightly and now comes in redesigned 250 cc and 500 cc recyclable bottles.
“The changes are mainly to the bottle and the formula, and according to our studies, our consumers were looking for an orange-flavoured drink rather than a fizzy juice,” Troni said.
