Famous for its diversity of flavors, such as Orange, Grape, Passion Fruit and Guaraná, Fanta presents its newest member to the market: Fanta Caju. This new product offers consumers an experience that combines the refreshing taste of a soft drink with the irresistible flavor of the fruit, and celebrates the cultural importance of cashew, especially in the Brazilian Northeast. The new flavor promises to win over palates with its intense aroma and aftertaste irresistible.
With deep roots in northeastern culture, cashew is a fruit originating in Brazil, recognized and loved throughout the country. Although the fruit has a greater tradition in the Northeast region, where the launch will initially take place, Fanta Caju will also be distributed in Rio de Janeiro and Espírito Santo, with gradual expansion to other regions of the country.
“The new flavor was created to provide young-at-heart consumers with a truly fun experience through a traditionally Brazilian flavor, and promises to be a new ally on occasions of snack. The country is one of the world’s largest producers of cashew. This launch reaffirms Fanta’s commitment to offering unique and surprising experiences for consumers’ taste buds,” highlights Ted Ketterer, Head of Marketing at Coca-Cola Brazil.
To mark the launch of the soft drink, the brand has organized a series of special activations. Unique experiences at points of sale will include giveaways, vibrant photo backdrops and product tastings. These activations will take place in several cities, including Cariri (CE), Fortaleza (CE), João Pessoa (PB), Natal (RN), Recife (PE), Ribeirão Preto (SP), Rio de Janeiro (RJ), Teresina (PI) and Vitória (ES).
The launch of Fanta Caju will also feature a special collaboration from the duo Caju e Castanha, formed by José Roberto (Castanha) and Ricardo (the new Caju), who replaced his uncle, José Albertino, since 2001. Known for their humorous and insightful lyrics that reflect life and culture in the Northeast, the duo will bring their expertise in repente, a form of improvised poetry, to promote the new flavor, integrating local culture with the characteristics of Fanta Caju and creating promotional material that resonates with the public.
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